Apple CEO, Tim is cookingsaid the technology behind chatbots with Generative Artificial Intelligence (AI) is so “powerful” and changing so fast that governments will have a hard time regulating itfor that reason, he advocated a scheme based on the companies themselves.

The companies generating AI must “self-regulate” beyond the rules that states implementhe said in an interview published Tuesday with ABC.

“(State) regulation will have a hard time keeping up with the advancement of this technology because it moves so fast,” so “companies have to make their own ethical decisions.”

Cook noted that large language models (LLMs) – which are behind chatbots such as OpenAI’s ChatGPT, Microsoft’s Bing and Google’s Bard – are very “promising” but could be double-edged.

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“I think it’s really important to be very determined and attentive in the development and implementation of these (LLMs) because you worry about things like misinformation when you’re so powerful,” the director explained in the program ABC’s “Good Morning America”.

Last week, a group of more than 300 industry experts and researchers, including Google DeepMind CEO Demis Hassabis; These include Anthropic CEO Dario Amodei and OpenAI CEO Sam Altman warned in a letter that AI poses an “extinction risk” comparable to pandemics or nuclear war.

That’s what Cook said in the interview he himself uses ChatGPT, and that this technology is something his company is “looking closely at”.

As for AI in general, the Apple company’s chief representative said that it is a technology that is already integrated into its products, but when people use it you don’t “think of it as AI”.

This week, Apple is celebrating its World Developers Conference (WWDC, in English) taking place at its headquarters in Cupertino (USA), and yesterday the company presented several products, the most prominent of which was Apple VisionProa set of mixed reality glasses and headsets that allow users to experience virtual reality and augmented reality.