Google assistant and regulations

https://www.bloomberg.com/news/articles/2018-05-10/google-grapples-with-horrifying-reaction-to-uncanny-ai-tech
[Google Assistant executive] Huffman suggested the machine could say something like, “I’m the Google assistant and I’m calling for a client.”
It is quite concerning that, while we are on the brink of a conversational AI explosion, there is not even a shred of meaningful regulation discussion, both of do’s and dont’s, and how to technically and socio-technically enforce its regulation.