FTC chair suggests AI developers should be liable for conduct of agents

Going beyond the headline there are three things in this article:

1) FTC chairman says AI agents will be treated just like any other tool (“resist anthropomorphizing”)

2) Studying enforcement of rules around personalized (“surveillance”) pricing, specifically rideshare, airplanes and food delivery

3) Public comment period open now on new rule to punish companies like Meta and Google that advertise scams.

The last one seems closest to happening but it’s still just a public comment period so it might die.

Yes. Duh.

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I mean there aren't many good options are there, AI can't be held accountable and face meaningful consequences for it's actions. Therefore, where consequences are appropriate, who is ultimately responsible for "their actions?"