Sam Altman's response to Molotov cocktail incident

blog.samaltman.com

214 points by jack_hanford 5 hours ago


BloondAndDoom - 3 hours ago

Can someone help me to understand why OpenAI and Anthropic talks as if the future of humanity controlled by them? We have very strong open (weight) Chinese models possibly only 6 months behind of them, gene is out of the bottle, is 6 months of difference really that important? And they don’t have good reasons for that 6 months to stay that way.

Am I missing something or are these just their usual marketing? I’m not arguing about importance of AI but trying to understand why OpenAI and Anthropic are so important?

surround - 4 hours ago

> There was an incendiary article about me a few days ago. Someone said to me yesterday they thought it was coming at a time of great anxiety about AI and that it made things more dangerous for me.

For context his blog post seems to be a response to this deep-dive New Yorker article:

"Sam Altman May Control Our Future—Can He Be Trusted?"

https://www.newyorker.com/magazine/2026/04/13/sam-altman-may...

https://news.ycombinator.com/item?id=47659135

taurath - 2 hours ago

Scrolled thru.

> A lot of companies say they are going to change the world; we actually did.

Just couldn’t resist. So much of it reads like a marketing message.

Sam - when you say all society will benefit and that’s what you’re working towards, you can’t just say that. Nobody believes you and more importantly nobody has any reason to believe you. When you lead with that, and say nothing about what you are actually doing towards it, you make people work against you. When you put yourself up as a dictator for the collective needs of humanity, you have to put up or shut up.

So many put huge faith in you, but it’s turned out to be in the end entirely about you.

LunaSea - 4 hours ago

Unserious answer about a very serious event.

I don't believe a word of Sam's "I believe" section.

jimmyjazz14 - 2 minutes ago

Altman really needs some better coaching on how to sound like a real human, he's not pulling it off here. Who witnesses someone firebombing their home (which is terrible btw), thinks for a second about their family then writes a diatribe full of AI marketing bs. He doesn't even attempt to make it sound personal. He could have incorporated his feelings about his child growing up in an AI dominated world or something to that effect, even as trite as that sounds, it would ring more believably human than what was written here.

copypaper - 4 hours ago

In all seriousness, what is the game plan for society moving forward as AI takes more jobs? The government doesn't seem to care. The AI labs don't seem to care.

What happens when more and more people can't afford housing, kids, food, health insurance, etc.? Nothing more dangerous than a man who has no reason to live...

I don't advocate for violence, but I do foresee more headlines like this as things get worse.

319abG - 2 hours ago

The molotov cocktail was thrown at the metal gate, not at the house and they arrested some kind of a disturbed person:

https://sfstandard.com/2026/04/10/sam-altman-russian-hill-mo...

It was a performative action.

I'm sure there will be a thorough investigation, unlike in the Suchir Balaji murder case where they rubber stamped suicide after half an hour despite him being a whistleblower.

c54 - 40 minutes ago

In his interview with Theo Von when asked what he wants his legacy to be and how he wants to be remembered, Sam said something to the effect of: “I don’t think about how I will be remembered I just want to have impact.” I think that’s naive and leads to having, uh, negative impact.

I don’t think history will smile upon him. Always good to think about how you want people to feel about your impact on them.

https://youtu.be/aYn8VKW6vXA

Tyrubias - 4 hours ago

Violence like this is not the answer. However, this post feels like a thinly veiled attempt at using this alarming attack to reclaim public goodwill after the New Yorker article the other day.

> Now I am awake in the middle of the night and pissed, and thinking that I have underestimated the power of words and narratives.

Yeah, the words and narratives that Sam Altman promoted caused so much fear and uncertainty and anger that someone thought their only option was to attempt a horrific crime.

Altman wants to seem relatable and personable even though he’s one of the wealthiest and most powerful people in the world. You don’t get that option when you control a technology that has the potential to alter so many lives, especially when you just sold said technology to the US military. All the talk around democratizing AI rings hollow.

The implication of Altman’s blog seems to be “stop writing critical articles about me because it will cause more violence.” However, the rich and powerful cannot use this excuse to escape objective scrutiny.

throwatdem12311 - 3 hours ago

I don’t think this will do much to help his image.

They had to stop putting Luigi Mangione in the media because public sentiment was not going the way they expected.

jesse_dot_id - 2 hours ago

Not that I excuse this behavior, but it's expected is it not? He's claimed to have built the replacement for human labor while participating in the regulatory capture that ensures that process screws the affected parties out of any effective recourse.

He's stood atop a soapbox, in earshot of everybody, and shouted to the corporations that because of him, they can now fire hundreds of thousands — millions — of people with impunity. It doesn't matter that it's not true and that the firings are probably not actually due to AI. But he's standing in front of them and providing the cover.

He's a marketing guy. He made himself the face of AI. His message out of the gate was that it was going to replace human workers. What did he think was going to happen?

It's like all of these people think that humanity has evolved out of the collective rage spirals that powered political revolutions in the 1500's, 1600's, 1700's — every 100's. Nope. It's always still there. We've had a middle class for awhile to mask it but it's being hollowed out and when it collapses completely, that ugly and ever-present human urge to eat the rich will rage right back to the surface again. Yet, they all seem to be apt to fight to be first in line to be the face of injustice during a volatile period for some reason.

It's kind of baffling but also interesting to witness.

bravetraveler - an hour ago

'Discourse is getting too hot' says Man selling Large Language Microwaves

happytoexplain - 4 hours ago

Historically, was it always so common for powerful or famous people to seem to purposefully garner hatred like he, and others, have been for the past decade? To speak in a petty, self-important, "trolling" manner, to a very broad audience? To embrace traits that are intrinsically negative? Or are we living in a rare time?

etempleton - 21 minutes ago

It is fair to be critical of Sam and other tech leaders regarding AI, but he has done nothing to begin to justify violence or even the threat of violence against him or his family.

klik99 - 4 hours ago

Genuinely surprised at the extreme comments against sama here. I don’t think he’s a good steward of the technology, but I don’t think violence is funny or justified. I also don’t think it’s justified for him to use it to say that a negative article about him is correlated to this event. Seems to imply that an “incendiary article” led to this and that criticism is tantamount to calls to violence. He drives the conversation with apocalyptic terms, and both investors and crazy people buy into it.

TurdF3rguson - 4 hours ago

Is the underground bunker in New Zealand ready yet? Better check on it.

mattsoldo - 4 hours ago

It's never OK to physically attack someone like this. Full stop.

Separately; Sam's belief that "AI has to be democratized; power cannot be too concentrated." rings incredibly hollow. OpenAI has abandoned its open source roots. It is concentrating wealth - and thus power - into fewer hands. Not more.

Chance-Device - an hour ago

Just take a second to consider this: if HN, probably one of the less reactionary places on the internet, and one of the most capitalist-friendly, is this angry at this point, before the mass job losses even start, what in the name of God do you think the general public is going to be like when they’ve been going on for years?

If nothing else there’s a serious self-preservation incentive for AI CEOs to sort something out that doesn’t get them lynched, because it’s not looking good.

Arodex - 4 hours ago

Ah, the Elon manoeuvre: trying to make would-be assassins hesitate by using your own child as a shield.

thatoneengineer - 2 hours ago

What article is he referencing in the fourth paragraph? The New Yorker one? I got the impression that it was careful in its reporting and by no means one-sided.

Seems pretty sleazy for him to associate that (based on no evidence!) with the violent attack.

gleenn - an hour ago

"AI has to be democratized" - pretty weak coming from ClosedAI

b8 - 3 hours ago

We still haven't made AGI, so I don't understand what he's saying they did.

presides - 2 hours ago

>“Once you see AGI you can’t unsee it.” It has a real "ring of power” dynamic to it, and makes people do crazy things. I don’t mean that AGI is the ring itself, but instead the totalizing philosophy of “being the one to control AGI”. The only solution I can come up with is to orient towards sharing the technology with people broadly, and for no one to have the ring.

The analogy has 2 simple rules and you can't even follow them:

#1 It MUST be destroyed.

#2 SOMEONE has to have the ring until then.

Without BOTH of those things you have no meaningful analogy. If we're being super charitable, "For no one to have the ring" is Frodo sitting at the council, with the ring on the table, naively thinking that it can stay right there in that spot forever, safe in Rivendell, about to have the horrifying revelation that there are 2.5 more books in the story. More realistically, it's Boromir moments later arguing that Denethor has the mandate to use it to fight on Gondor's behalf.

Fuck. I'm so past the point of caring about the extinction of our species, or your role in enslaving us to our robot overlords or whatever... but SELLING US SPECIOUS RING ANALOGIES IS WHERE I DRAW THE FUCKING LINE

creddit - 3 hours ago

1) It's terrible that this has happened. People who do this are evil.

2) It's atrocious that Sam makes it seem like any investigative reporting into him as a major public figure at the head of one of the 5 most important companies in the world is somehow responsible for it.

3) Sam is always playing the smol bean victim for sympathy points. To be clear, he is absolutely the victim of an atrocious crime. However, this post is not done for any reason other than to continue the exact same playbook he has for the last N years in order to manipulate public opinion to his favor. This post will do nothing to stop deranged, evail people but it may make people feel sympathy for him.

kelnos - 3 hours ago

> AI has to be democratized; power cannot be too concentrated. Control of the future belongs to all people and their institutions. AI needs to empower people individually, and we need to make decisions about our future and the new rules collectively. I do not think it is right that a few AI labs would make the most consequential decisions about the shape of our future.

What a bullshit thing for someone who is not actually democratizing access to AI to say.

AlexCoventry - 3 hours ago

> The only solution I can come up with is to orient towards sharing the technology with people broadly, and for no one to have the ring. The two obvious ways to do this are individual empowerment and *making sure democratic system stays in control.*

OK! So he's going to renege on the contract he's signed with Hegseth, which effectively commits OpenAI to serving as the IT Department for Trump's secret service?

atbpaca - 3 hours ago

I have many disagreements with Sam Altman. But physical attacks are never the answer. Especially attacking one's family.

- 3 hours ago
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bedroom_jabroni - 4 hours ago

Did Claude Mythos escape containment?

hungryhobbit - 4 hours ago

*Working towards prosperity for everyone, empowering all people, and advancing science and technology are moral obligations for me."

"Prosperity for everyone" ... you lying weasel! You literally took a contract from Anthropic because they wouldn't mass surveil Americans or mass murder non-Americans ... and you would!

weedhopper - 4 hours ago

If the billionaire is “awake in the middle of the night and pissed”, it means you’re doing it right.

IAmGraydon - 2 hours ago

I’m probably going to get flames for this, but it would not surprise me in the least if Altman staged this. Given his history, it’s exactly the kind of thing he would do. Think about it - Elon has launched a smear campaign against him prior to the trial and Altman is getting crushed by negative press. Despite his efforts, he has been having trouble getting the media to pay attention to what he has to say about it. Solution? Rise above the noise with something even more newsworthy, and use it to push his personal PR, even mentioning and retorting Musk.

Think about something else: your house gets firebombed at 3:45am. How long until the cops wrap up and are done interviewing you? Two hours? How long until your family calms down and you can have alone time to write? He states it’s still night when he’s writing it. Yet he finds enough time alone to write a well-thought-out essay?

Yeah…seems likely.

brailsafe - 4 hours ago

I can't help but be reminded of last year, when our landlords (chill boomers) sold the house my girlfriend and I were renting the basement of (to presumably rich asshole millenials). The demographic doesn't really matter, but the old landlords kept us in us in the loop throughout the process, we knew as much as we could going into the new year. Apparently the new buyers wanted to keep us as tenants. Day 2 of them taking possession, the man came down with his innocent toddler and introduced themselves. He seemed friendly enough, and on Day 3 he came down in the middle of the day and handed me eviction notice papers.

I didn't firebomb his house, but I can't say I definitely didn't want to shit on his doorstep.

alekq - 4 hours ago

It’s funny how this happens the very same moment we get to read about Claude’s Mythos and a New-Yorker article. I really doubt the attacker is up to date with either…

The only thing surprising here is how naive you guys are. He is a marketing&sales guy in the first place.

pesus - 4 hours ago

> The world deserves huge amounts of AI and we must figure out how to make it happen.

> It will not all go well. The fear and anxiety about AI is justified; we are in the process of witnessing the largest change to society in a long time, and perhaps ever.

Boy, he really just encouraged the world to keep turning against him. This is so transparently disingenuous. I guess he has no choice if he doesn't want to give up his wealth and power, but putting statements like these out are only going to further fuel anti-AI sentiment.

I do think it's funny he opened this with an allegedly real picture of a baby, though. It may very well be real, but why would anyone take his word for that, especially those who already don't trust him?

nromiun - 25 minutes ago

AI hysteria has gone too far. People are literally telling stories of what AI may be capable of in the future and whipping themselves into a frenzy.

throw7 - 4 hours ago

*Working towards prosperity for everyone, empowering all people, and advancing science and technology are moral obligations for me.

How so? What is your theory of morality Sam? What I hear is Google: "Don't Be Evil".

mystraline - 2 hours ago

Removing him is active harm reduction or the world.

voidhorse - 5 minutes ago

The whole "here is a photo of my family" ploy shows just how invincible these idiots think they are and just how far above the masses they believe they float.

Having a family does not absolve you of subjecting millions of other families to anxiety.

Having a family does not absolve you of being a snake and likely one of the most blatant business sharks and selfish capitalists in history.

Having a family does not absolve you of transforming an ostensibly nonprofit research entity into a for profit company.

Having a family does not absolve you from ignoring how you choices impact the lives of others.

Having a family does not absolve you from agreeing to contracts with an administration that terrorizes its own people.

Having a family does not absolve you of being a total moron.

Nobody likes you sam. And for good reason. This is pathetic.

I hope the worst for sam and his family.

inavida - 2 hours ago

Is there no vein of fear and loathing you won't tap?

drivingmenuts - 4 hours ago

None of the things you believe are working out.

1) Working towards prosperity, etc. - the prosperity is all going toward the top 2%. The people who need it most are not seeing it and probably never will because the only ones who guarantee a benefit are the ones with the money to direct that benefit.

2) AI will be the most powerful tool, etc. - see point 1.

3) It will not all go well, etc. - probably should have thought about that before you released it on the world.

4) AI has to democratized, etc. - true, won't happen. See point 1.

5) Adaptability is critical, etc. - Yes. Fully agree.

The problem, Mr. Altman, is that you believe the rest of the world thinks like you do, which is clearly not the case at all. While we have the ability to solve so many of the world's problems, it is absolutely clear that this is not what's happening. The rich in resources are getting richer and they're not doing anything to help those poor in resources become better off. Instead, they are claiming those resources for themselves against the day that everyone else runs out.

Same as it ever was, Mr. Altman. Same as it ever was.

joshcsimmons - 3 hours ago

This is both horrible and not at all surprising.

Every quarter there are more layoffs and we're told how AI will replace us and that we can do nothing to stop it. We cannot afford the simple things our parents were able to and are supposed to be grateful that we are living in a time with such "amazing" technological progress.

Sam is one of the most media-visible people that represents AI replacement of average people's livelihood (not agreeing with this stance but yes, outside of the Hacker News SF-tech matcha latte bubble, this is a commonly held thought) which makes this unsurprising.

Still horrible and not right.

angoragoats - 4 hours ago

To be clear, I don’t want anyone’s house to get firebombed by any means. But the “I’m just a humble guy making mistakes and trying the best I can” attitude of this article strikes me as extremely inauthentic based on everything I know about the guy.

rdevilla - 4 hours ago

> Now I am awake in the middle of the night and pissed, and thinking that I have underestimated the power of words and narratives.

I am glad you feel my pain, Mr. Altman.

Ms-J - 2 hours ago

People are not able to afford food, housing, energy, healthcare, or anything else right now because of Sam and the other scum bags.

Because of him people are suffering immensely.

My heart goes out to everyone in this situation.

zb3 - 4 hours ago

So there's one photo. Of one family. Now what about millions of photos of all the other families possibly affected by him? That doesn't have power?

It's like "hey you can say mean things about me but don't attack my family while I attack yours". Not that this is directed at him personally, but it's just this mindset of wealthy people..

daseiner1 - an hour ago

think of the children!

did he find his PR agent on Upwork or does he just think we're all morons?

- 4 hours ago
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jrflowers - 3 hours ago

> Words have power too. There was an incendiary article about me a few days ago. Someone said to me yesterday they thought it was coming at a time of great anxiety about AI and that it made things more dangerous for me. I brushed it aside.

> Now I am awake in the middle of the night and pissed, and thinking that I have underestimated the power of words and narratives. This seems like as good of a time as any to address a few things.

This kind of reads like “It is Ronan Farrow’s fault that some crazy person tried to burn my house down”.

Like this guy was going to go about his week, being normal and not making Molotov cocktails, but then he picked up a copy of The New Yorker and lost his mind

unethical_ban - an hour ago

He says power can't be too concentrated - but even n-2 generation models are not open.

He says "look at me I love my family" - so do the millions of people who think his company may destroy the economy and help corporations and the trillionaires put a boot to our children's necks.

3:45am in the morning - no dip, that's what AM is.

---

Someone here asked "How do we get to post scarcity from here?" and someone else said "no one knows".

The AI barons are loading up their bank accounts and political capital, driving us off a cliff and promising we'll learn to fly by the time we get there. But they're going to tuck and roll out of the driver's seat.

Sam, why do you expect us to believe anything you say when you have done nothing to lead the discussion about universal rights for citizens in a post scarcity society?

w10-1 - 3 hours ago

I appreciate his post and his tone.

No one should need to attack (on the one hand) or "trust" (on the other) Sam Altman (or Donald Trump or Barack Obama).

Power is reliance by others, and that's conditioned on behaviors which are made observable and systems to ensure stakeholders' interests are maintained. Yes, there's some hero-worship, some arbitrary private power, some evasion of systems, and some self-dealing by leader coalitions (indeed, we seem to be at a historical peak), but that's not about him personally but about us, and our willingness to vote (writ large).

We do have to be careful about private power saying managing their issues are a matter for public governance (democratic or otherwise). It's a bit convenient to deflect blame (like having it be the jury that "decides" a case, because then you can't blame the judge). I like that Anthropic stepped up to pay any electricity increases, Apple has been recycling and cleaning up their supply chain, etc. If anything there should be a stronger support for contributing vs. Hobbesian corporations.

mbgerring - an hour ago

The current crop of tech billionaires openly hate democracy, gleefully proclaim that their products are going to put everyone out of a job, and invest enormous amounts of time and energy into making sure that nobody can do anything to stop the world they’re creating, that nobody asked for or wants.

Actions have consequences. I’m sorry. Read a history book.

nothinkjustai - 2 hours ago

> It will not all go well. The fear and anxiety about AI is justified; we are in the process of witnessing the largest change to society in a long time

Reason enough to pause and figure out the best way to continue. A massive societal change that won’t all go well means millions dead and tens more with their lives upended.

dmitrygr - 2 hours ago

> There was an incendiary article about me a few days ago [...]

That is a lot of words, none of which state or claim the article was in any way inaccurate. Curious, that

therobots927 - 30 minutes ago

The New Yorker article was tame. I wish no harm on Sam. But for him to mention that article in the first couple paragraphs is nothing short of opportunistic, and exemplative of exactly the type of manipulative behavior outlined in the article.

Fuck off Sam. And stay safe out there.

reducesuffering - 4 hours ago

Sam Altman has written, and probably still believes,

"Development of superhuman machine intelligence (SMI) is probably the greatest threat to the continued existence of humanity."[0]

This means he acknowledges that his actions have the potential to kill every human family on Earth. It should be of no surprise that people took his beliefs seriously.

[0] https://blog.samaltman.com/machine-intelligence-part-1

- 4 hours ago
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dakolli - 4 hours ago

Sam had this pulled off the front page, because the whole charade obviously isn't getting him the positive attention he was looking for.

gverrilla - 3 hours ago

this is probably orchestrated by sam altman himself or one of his lackeys

zoklet-enjoyer - 4 hours ago

TIL Sam Altman is gay

jazz9k - 5 hours ago

AI is great. But it seems like those that wield its power only do so to create massive unemployment and benefits to the top 1%.

sassymuffinz - 4 hours ago

“I’m just trying to make the world a better place for my child by ensuring millions won’t be able to afford to feed their children.”

llbbdd - 4 hours ago

Responses in this thread are embarrassing. Cat's out of the bag and needs a steward. People acting like Altman can just turn the machines off and this all stops are deluded.

hyeonwho5 - 4 hours ago

Firebombing homes is completely uncivilized, but I'm not going to believe a single public word from Altman about anything. He's a lying sociopath and will say whatever gets himself ahead.

imiric - 3 hours ago

> We have to get safety right, which is not just about aligning a model—we urgently need a society-wide response to be resilient to new threats. This includes things like new policy to help navigate through a difficult economic transition in order to get to a much better future.

This might be the greatest example of cognitive dissonance I've seen in years. I can't understand how someone who's clearly highly intelligent can express this opinion, while doing the complete opposite. Does he think that everyone is a fool and that nobody will notice? Is this some form of gaslighting? Unbelievable.

Violence is not the answer, but it's easy to see how Sam's public persona would push someone to do this. There are certainly disturbed people who don't need any logical reason for violence, but maybe it would help if Sam stopped being so damn dishonest and manipulative. Even this post that is intended to gain sympathy ends up doing the opposite.

As a sidenote, I wish we would stop paying attention to these people. A probablistic pattern generator is far from the greatest technology humanity has ever invented. Get off your high horse, stop deluding people, and start working with organizations and governments to educate people in understanding and using this tech instead of hoarding power and wealth for you and your immediate circle of grifters.

> A lot of companies say they are going to change the world; we actually did.

Ugh.

fzeroracer - 4 hours ago

> This is quite valid, and we welcome good-faith criticism and debate.

It's always funny when they pull out this argument when they've been working overtime to pull up the ladder and embed themselves in the MIC.

Listen, for people unaware of history things used to be a lot more violent as workers had to earn their rights with blood. The state had to respond by first attempting to squash it violently and second compromising in such a way as to ensure workers had a bit more power in the system.

As long as AI shit continues to consume the economy, kicking out people who can no longer find a job and survive while the government also removes any remaining safety nets, the end result is going to be violence. This doesn't make the violence right or just, but rather completely predictable. And if people don't learn from history then it will be repeated, unfortunately.

- 2 hours ago
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psiisim - 4 hours ago

What a tone deaf response. Sounds like he learned nothing at all from this.

- 3 hours ago
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ltbarcly3 - 2 hours ago

It's amazing how humble someone can pretend to be a couple days after the top investigative journalist in the country (maybe world) exposes them as a sociopath and there is an attempt to assassinate them.

What I would not do if there were attempts to kill me is post a picture of my spouse and child and point out how important they are to me with a photograph of them. It's literally trading a little bit of the safety of your family in exchange for sympathy from bystanders.

- 2 hours ago
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BrokenCogs - 6 minutes ago

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jibal - 3 hours ago

So he spends a few seconds writing something generic about his family and then uses that as a platform for a bunch of personal PR. That's sociopathy.

Betelbuddy - 2 hours ago

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trollski - 4 hours ago

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tonetheman - 3 hours ago

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stego-tech - 4 hours ago

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krapp - 4 hours ago

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cuuupid - 4 hours ago

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Ms-J - 3 hours ago

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raslah - 4 hours ago

The FOBO here smells.

richardlblair - 3 hours ago

Jfc. People, a molitov cocktail was thrown as his home.

The rest of what is written doesn't matter. This isn't the moment for that conversation. That's his family. He has a fucking child.

Holy shit.

kelseyfrog - 4 hours ago

No one deserves to be attacked.

I also believe that there will be more casualties in the AI Wars. We should be prepared for that. Capitalism, AI, and human life are mutually incompatible and I'm still not sure which two will survive the conflict.

amarant - 4 hours ago

What the hell is up with this thread? It seems half the people here are saying they get molotoved on a weekly basis,Sam is a such and such for not taking it like a man, while the other half appears to mourn the lack of casualties?

Wtf is wrong with you people? Get off my lawn and go back to Reddit where you belong!

kbelder - 4 hours ago

Sure, he's sleazy. Doesn't matter. It's not ok to firebomb jerks or saints. Rich or poor. It's both a criminal and an immoral act.

mc7alazoun - 4 hours ago

Daamn, you were too fast to share the story haha.

raslah - 4 hours ago

OpenAI will end up the hero of this whole AI saga. I actually believe what he wrote there. Anthropic just took a left turn when they chose to lock up mythos. That was a pivotal move that proved Anthropic’s mindset is dangerous. They just changed the trajectory of AI completely, for the worst.

OpenAI just needs to learn to manage products. They need to start finishing things rather than just shutting down projects without putting real effort into iterating on them to create viable business models. They are undisciplined. They’ve done this phony version of looking disciplined by shutting down Sora and nixing adult mode, but that’s superficial. The things they’re pivoting to are no more serious. They just sound serious. They gotta learn to create desire in consumers and design viral AI products. Like Apple. Consumer facing pop culture products. That’s the market that’s wide tf open. They can print if they get good at that.