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.

“I think [it’s] important to communicate to the greater public that the major providers of these technologies — and I would probably say the major investors in recent development of these technologies — care,” said Eric Horvitz, a technical fellow and managing director at Microsoft Research who is an interim co-chair of the new effort.

“They care how these technologies will influence people and [about] the social and societal consequences more broadly.”

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