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digital ethics is the branch of ethics concerning the set of rules and moral guidelines.

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The problem is that many people instinctively do not trust AI because they fear how it could be used. In particular, they fear how AI could breach privacy rights and enable organisations to know more than they are comfortable with about their habits, preferences, tastes, beliefs, and so on.

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One way to foster trust in AI is to introduce rules governing its usage – and indeed organisations such as the European Commission have put forward a series of recommendations about the use of AI aimed at ensuring that business interests do not take precedence over the wellbeing of the general public.

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people can only give informed consent for the use of their data if they fully understand all the uses to which it may be put. If you are not transparent enough about your intentions then you may have permission to use data in ways that they would never have accepted had they known. This is clearly unethical.

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the conclusions of this ethical examination should guide their behaviour: anything that breaches the organisation’s code of digital ethics must be modified or abandoned.