Alphabet and Google chief Sundar Pichai called for a global regulation of artificial intelligence at a conference in Brussels.

“There is no question in my mind that artificial intelligence needs to be regulated. The question is how best to approach this”, Pichai said, adding that  “while AI promises enormous benefits for Europe and the world, there are real concerns about the potential negative consequences of AI”.

He expressed his concerns over regulating facial recognition in public places, something the EU Commission has been working on in the form of a white paper. Pichai said that the EU’s General Data Protection Regulation could serve as a basis for AI regulation.

The US recently published guidelines for regulating driverless cars and trucks. However, the EU’s regulation is still light in comparison.

Pichai also stressed the need for tailored implementation in different sectors: “Good regulatory frameworks will consider safety, explainability, fairness and accountability, making sure we develop the right tools in the right ways”, he said.

Pichai recently became a CEO of Google’s parent, the giant Alphabet, after Google’s founders Larry Page and Sergey Brin resigned from their top roles. Last week, Alphabet became one of the four companies so far to reach the impressive $1 trillion market value, together with Apple, Amazon and Microsoft.