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A range of private actors are positioning varied public and private policy venues as appropriate for defining standards governing the ethical implications of artificial intelligence (AI). Three ideal-type pathways – oppose and fend off; engage and push; and lead and inspire – describe distinct sets of corporate and civil society motivations and actions that lead to distinct roles for, and relations between, private actors and states in AI governance. Currently, public-private governance interactions around AI ethical standards align with an engage and push pathway, potentially benefitting certain first-mover AI standards through path-dependent processes. However, three sources of instability – shifting governance demands, focusing events, and localisation effects – are likely to drive continued proliferation of private AI governance that aim to oppose and fend off state interventions or inspire and lead redefinitions of how AI ethics are understood. A pathways perspective uniquely uncovers these critical dynamics for the future of AI governance.

Governing AI through ethical standards: learning from the experiences of other private governance initiatives