In a significant development in the realm of artificial intelligence, US President Joe Biden has issued a new executive order (EO) that aims to establish foundational standards for AI safety and security. This directive, extending over a comprehensive 100 pages, calls upon developers of advanced AI systems to be more transparent with the government regarding safety tests and risk assessments prior to public deployment.

The order highlights the administration’s focus on ensuring that AI developments do not compromise equity and civil rights. It seeks to prevent AI applications from perpetuating discrimination in sensitive areas such as criminal justice, healthcare, and housing. This aspect is particularly crucial for businesses that leverage AI for B2B marketing, as it underscores the importance of ethical AI practices.

The directive has been met with a mix of reactions. There is a wave of positive feedback, especially from those who view the EO as a balanced approach that addresses the need for government oversight without stifling technological innovation. Conversely, there is criticism about the EO’s broad language, with some industry experts calling for more specific guidance.

The EO stands as the most substantial action taken by a major global leader on AI to this date. However, its true impact will hinge on Congress’s ability to translate these guidelines into enforceable legislation.

For businesses in the B2B sector, this EO may signal the onset of more stringent AI safety protocols. Companies may need to prepare for increased regulatory compliance and consider the ethical implications of their AI-powered solutions more deeply.

While little in the EO referred directly to marketing, it could impact marketers in a number of ways:

  1. Setting Industry Standards: The establishment of new standards for AI safety and security could influence how AI companies market their products. Marketing strategies may need to adapt to emphasize compliance with these new standards and to highlight the safety and trustworthiness of AI systems.
  2. Public Perception and Trust: The order’s focus on protecting privacy, advancing equity and civil rights, and preventing AI-enabled fraud and deception will shape public perceptions of AI. Marketing campaigns may need to address these concerns directly to maintain and build consumer trust.
  3. Innovation and Competition: The emphasis on promoting innovation and competition through AI could create new opportunities for marketing in the tech sector, especially for startups and smaller businesses that could benefit from the expanded access to AI resources and technical assistance.
  4. Healthcare and Education Applications: As the order encourages the use of AI in healthcare and education, companies in these sectors might find new angles for marketing AI-powered tools and applications that align with the initiatives promoted by the government.
  5. Workforce Impact: AI’s impact on the job market could necessitate marketing efforts that focus on retraining and educating the workforce to adapt to the new AI-integrated environment.


For more information, read the White House Factsheet here.


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