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​​​Knight Foundation and USC Marshall Commit $4 Million to Advance Purpose-Driven AI Research

​​​Knight Foundation and USC Marshall Commit $4 Million to Advance Purpose-Driven AI Research

The research initiative aims to create ethical, human-forward outcomes for cutting-edge technology like AI. 

11.03.25
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The John S. and James L. Knight Foundation and the USC Marshall School of Business have launched a $4 million research initiative aimed at steering artificial intelligence (AI) and social media technologies toward more ethical, human-centered outcomes.

Funded with $2 million from Knight Foundation and matched by USC Marshall, the five-year project will be housed at USC Marshall’s Neely Center for Ethical Leadership and Decision Making. The center will spearhead research, policy engagement, and educational efforts designed to align emerging technologies with broader social purpose.

“This partnership represents a paradigm shift toward purpose-driven AI,” said Nathanael Fast, director of the Neely Center. “We need innovation, but we also need to find ways to ensure that innovation is aligned with human well-being and meaningful societal impact.”


Four Core Focus Areas

The initiative is organized around four primary research and engagement buckets:


  • Social Media and AI Indices: Building on existing indices that track how U.S. adults engage with social media and artificial intelligence, the center will expand its surveys and partner with other organizations to scale insights.

  • Design Codes: Researchers will develop design frameworks for AI tools — especially chatbots and digital companions — establishing principles for how these technologies should interact with people. These codes will ultimately be used to inform policy as well as guide design choices by technology companies.

  • Youth Panel: Recognizing the importance of younger voices in shaping the digital future, the project will convene a panel of teens aged 13 to 17. This group will help guide research on policy and design standards for AI tools such as AI chatbots, where adolescent use is growing rapidly. The aim is to document both the benefits and harms of these technologies to users.

  • Leadership Fellows: The center will expand its fellows program to cultivate the next generation of AI leadership committed to human flourishing. USC students will work alongside fellows on research and action projects that advance purpose-driven AI development.

We need innovation, but we also need to find ways to ensure that innovation is aligned with human well-being and meaningful societal impact.

— Nathanael Fast

Director, Neely Center for Ethical Leadership and Decision Making

From Research to Policy

The project will combine academic rigor with real-world application. The Neely Center plans to conduct longitudinal studies of both U.S. adults and youth, documenting how generative AI and social media shape users’ lives. Findings will be shared widely through academic publications, popular media articles, professional conferences, and targeted webinars.

By creating collaborative design codes and ethical frameworks, the initiative aims to influence not only industry practice but also educate lawmakers. Policy recommendations will be developed for state and federal officials in the U.S. and shared with policymakers abroad.

“Technology is advancing faster than our current ability to regulate it,” said Ravi Iyer, managing director of the Neely Center. “By providing clear, evidence-based guidelines, we can help both companies and governments ensure these tools are built and deployed responsibly.”


Broadening Impact Across USC and Beyond

Knight Foundation’s support will also strengthen the Neely Center’s Fellows Program, which trains MBA students in responsible technology leadership and will expand to include students across USC. Smaller grants will be available for faculty-led projects on purpose-driven AI, encouraging cross-campus research collaborations.

Industry partnerships form another key component. Executives and technology leaders will have opportunities to contribute expertise, collaborate with students and faculty, and help translate academic findings into actionable corporate strategies.


A National Model for Purpose-Driven AI

The project’s comprehensive approach — combining research, education, policy engagement, and leadership development — positions USC Marshall as a pioneer in shaping the future of ethical technology. Its outcomes are expected to influence conversations across Silicon Valley, Washington, D.C., and beyond.

“Our faculty and students are committed to shaping AI that aligns with human values,” said Geoffrey Garrett, dean of USC Marshall School of Business. “This support will help us lead in setting the standards for purpose-driven, ethical innovation.”

As AI tools and social media platforms become increasingly woven into daily life, the $4 million research initiative underscores the urgency of designing with intention. By centering human values and long-term societal benefits, the Neely Center and its partners aim to ensure that the next wave of digital innovation serves a greater purpose.

For Knight Foundation, the partnership reflects its continued commitment to advancing informed public dialogue through investment in independent research on new technologies. 

“Online platforms and AI tools are rapidly changing how we share information, form beliefs and connect with one another. Knight is proud to support USC’s field-leading research that sheds light on how those products are built, governed and used,” said A.J. D’Amico, director of information & society at Knight Foundation.

About Knight Foundation

We are social investors who support a more effective democracy by funding free expression and journalism, arts and culture in community, research in areas like artificial intelligence, and the success of American cities and towns where the Knight brothers once published newspapers. Learn more at kf.org.

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