Yet Google's progress on artificial intelligence now appears to have the company rethinking its do-what-you-will approach.

Google became what it is by creating advanced new technology and throwing it open to all. Giant businesses and individuals alike can use the company's search and email services, or tap its targeting algorithms and vast audience for ad campaigns. Yet Google's progress on artificial intelligence now appears to have the company rethinking its do-what-you-will approach. The company has begun withholding or restricting some of its AI research and services, to protect the public from misuse. Google CEO Sundar Pichai has made "AI first" a company slogan, but the company's wariness of AI's power has sometimes let its competitors lead instead.