Silicon Valley powerhouses are trying to calm public fears about the rise of artificial intelligence. A new non-profit coalition that counts Google, Facebook and Amazon as members is hoping to demystify the emerging technology -- one tech giants believe has the potential to transform their businesses. "They care how these technologies will influence people and [about] the social and societal consequences more broadly." Artificial intelligence is a field that encompasses many different technological developments. It's seen in innovations like self-driving cars, helping them navigate the roads, and in the personal assistant apps on smartphones that answer queries, organize calendars and more.