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Peter Yngen and Ola Hedin: resolving governance issues for AI<\/p>\n
Ola Hedin <\/p>\n
In the early days of the digital technology boom, Peter Yngen<\/a> had a radical idea: music would shift from ownership to access \u2014 and become almost free.<\/p>\n As chief executive of MNW Records<\/a>, one of Scandinavia\u2019s largest independent music labels at the time, Yngen recognised that the industry\u2019s traditional model \u2014 built on the physical distribution of music \u2014 was beginning to erode. Value, he believed, would migrate towards access.<\/p>\n In November 1999, MNW launched a virtual record label online. Within weeks, Yngen was presenting the concept to analysts in Stockholm. Soon after, he and colleague Ola Hedin took the idea to Ericsson, proposing that consumers could use WAP-enabled mobile phones to play music.<\/p>\n \u201cAt the time, Ericsson had nearly 40 per cent of the global handset market,\u201d Yngen recalls. \u201cIf it had decided to go for it, the reach could have been global.\u201d<\/p>\n The company declined, opting to focus on hardware. By October 2000, Yngen had been dismissed as MNW\u2019s chief executive and the virtual music strategy abandoned. It would take nearly a decade for the industry to catch up \u2014 first with Apple\u2019s App Store, then Spotify\u2019s subscription model.<\/p>\n Now Yngen believes a comparable shift is under way again, this time in artificial intelligence.<\/p>\n Yngen: envisaging AI <\/p>\n Margareta Altin Beyond compliance<\/p>\n \u201cUntil now, data has been the big thing in AI,\u201d he says. \u201cBut values-based AI is the next step.\u201d<\/p>\n Yngen and Hedin\u2019s new venture, Tribety, is built on that premise. The Stockholm-based start-up aims to address what its founders see as a growing gap in how companies deploy AI<\/a>.<\/p>\n In recent years, the rapid adoption of generative AI tools<\/a> has coincided with a striking convergence in capabilities. As models become more powerful, they are also becoming more standardised. The risk, Hedin argues, is that organisations begin to sound \u2014 and eventually behave \u2014 alike.<\/p>\n \u201cAI is entering everyday work,\u201d he says. \u201cAt the same time, the underlying technology is becoming increasingly uniform.\u201d<\/p>\n The corporate response has been swift. The AI governance market is forecast to expand from $620mn in 2024 to more than $7bn by 2030,<\/a> driven by regulation such as the EU\u2019s AI Act and mounting investor pressure for oversight and transparency.<\/p>\n Yet much of this activity is focused on compliance. Existing platforms emphasise risk controls, bias mitigation and auditability, while AI laboratories seek to build broadly safe systems.<\/p>\n For Yngen, this misses the point.<\/p>\n