The specific business models will naturally vary from project to project, but so far the general form still appears to be the boosting approach where a more narrow AI application area is monetized first. For example Deepmind seems to be first pursuing AI for social games, whereas Vicarious is going for vision.

The key figures both gave Singularity Summit talks, Peter Thiel's group invested in both, and Thiel is obviously aware of friendliness issues, so I assume that the pitches involved something more than "and it will be FAI", but beyond that I can only speculate.