The rapidly advancing area of artificial intelligence will require a new field of law and new regulations governing a growing pool of businesses involved, according to Microsoft Corp., a 25-year participant in AI research.

Companies making and selling AI software will need to be held responsible for potential harm caused by "unreasonable practices" – if a self-driving car program is set up in an unsafe manner that causes injury or death, for example, Microsoft said. And as AI and automation boost the number of laborers in the gig economy or on-demand jobs, Microsoft said technology companies need to take responsibility and advocate for protections and benefits for workers, rather than passing the buck by claiming to be "just the technology platform" enabling all this change.

Microsoft broaches these ideas in a 149-page book "The Future Computed," which will also be the subject of a panel at the World Economic Forum in Davos, Switzerland this month. As the Redmond, Wash.-based Microsoft seeks to be a leader in AI and automating work tasks, it's also trying to get out in front of the challenges expected to arise from promising new technologies, such as job losses and everyday citizens who may be hurt or disadvantaged by malfunctioning or biased algorithms.