Ethics in AI


According to an international study by business consultancy Capgemini from July 2019, for business leaders from nine out of ten companies the use of AI in the last two to three years has led to ethical questions. As we help businesses apply AI we also address upcoming ethical questions.


The overall purpose of ethics in AI is to have good AI, a positive impact. What we mean by ethics in AI:



All users are treated fair and equal. AI has no bias.


Explain the workings in a language people can understand.


People’s right to privacy.



Data is handled securely and systems work securely.

Displacement strategy

Business change processes are developed to mitigate the impact towards workers being automated.

human augmentation

Design systems with human-in-the-loop review processes.



AI that talks with humans should identify itself as AI.


Respectful treatment of a person or people.


Recommended actions

  • Using a human-centered design approach

  • Including all stakeholders in the development process

  • Using the paper-based AI Design Sprint for non-tech people to understand AI

  • Evaluating first concepts from an ethical point of view early