Earlier this month, President Donald Trump signed an executive order on the U.S. artificial intelligence strategy. The plan suggests the need for careful policy attention to this new technology. Microsoft and Amazon have called for regulating facial recognition technology – an especially sensitive application of AI. Google has recently addressed the need for a policy framework for AI overall in its new Perspectives on Issues in AI Governance. This contribution raises important issues and helps to kick off a critical discussion about how to manage the rapid rise of new AI technologies. However, experience with Internet regulation shows that it will be essential to ensure that incentives for responsible treatment of social risks are incorporated before widespread deployment.