  Responsible artificial intelligence (RAI) is increasingly recognized as a
critical concern. However, the level of corporate RAI prioritization has not
kept pace. In this work, we conduct 16 semi-structured interviews with
practitioners to investigate what has historically motivated companies to
increase the prioritization of RAI. What emerges is a complex story of
conflicting and varied factors, but we bring structure to the narrative by
highlighting the different strategies available to employ, and point to the
actors with access to each. While there are no guaranteed steps for increasing
RAI prioritization, we paint the current landscape of motivators so that
practitioners can learn from each other, and put forth our own selection of
promising directions forward.
