Microsoft president Brad Smith said artificial intelligence is currently subject to weaker regulation than everyday consumer products, using milk as a pointed comparison to underline what he described as a regulatory shortfall.
Speaking about the need for a coordinated response to the technology, Smith urged the creation of global rules to govern AI development and deployment, arguing that cross-border standards are necessary to manage the risks and benefits of the technology.
Smith singled out the United Kingdom as being in the "best position" to lead efforts to establish such rules, saying the country should take a prominent role in shaping international approaches to oversight.
His comments come amid growing international debate over how to regulate AI, with governments, companies and civil society increasingly calling for clearer frameworks to address concerns ranging from safety and accountability to economic and social impacts.
Industry leaders and regulators will face practical and political challenges in drawing up common standards, not least because AI systems are developed and deployed across many jurisdictions. Smith's intervention adds to pressure on policy makers to accelerate discussions on how to translate principles into enforceable rules.
Microsoft's call for an international approach reflects wider calls for co-operation among governments, technology companies and independent experts to ensure that regulation keeps pace with rapid advances in AI while allowing beneficial innovation to continue.