At SXSW 2025, one of the most urgent conversations in tech took center stage: is truly ethical AI possible—and if so, what will it take to build it?
In a dynamic panel titled Building Ethical AI, Ludulluu founder James French joined leading voices in AI governance, ethics, and systems design to examine how emerging technologies can be shaped by values rather than steered solely by profit or power. The conversation moved beyond abstract ideals to confront concrete questions: How do we embed empathy into machine systems? Who gets a seat at the table when AI rules are being written? And how do we meaningfully govern technologies capable of reshaping the future of humanity?
Rather than relying on broad principles or top-down codes of conduct, French emphasized the need for governance frameworks grounded in structured consensus among stakeholders—including developers, domain experts, and end-user representatives. The goal: to replace the illusion of a tradeoff between safety and innovation with a collaborative path forward—one that ensures advanced AI systems serve the public interest, even in the face of exponential capability growth.
Watch some highlights from this pivotal discussion above—and explore how Ludulluu is helping lead the charge toward ethical, accountable AI.