How so? Musk is someone who's at the forefront of using "AI" for potentially death-bringing self-driving cars. It would be to his disadvantage to call AI danger

How so? Musk is someone who's at the forefront of using "AI" for potentially death-bringing self-driving cars. It would be to his disadvantage to call AI dangerous while trying to use it in his cars, just as it would be for Zuckerberg to say that, while using its on his site (which is why he doesn't). So from that results that Musk isn't in fact doing this for "brand purposes" but because he actually believes AI could be dangerous unless safeguards are put in place, similarly to how someone could say CRISPR is dangerous - unless safeguards are [put in place.