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The Ethics Of Artificial Intelligence (AI)

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AI ethics refers to the study and application of moral principles and guidelines in the development, deployment, and use of artificial intelligence (AI) systems. As AI technology continues to advance and become more integrated into various aspects of society, ethical considerations have become increasingly important.

In this blog we will be discussing bias, transparency, privacy, Accountability, and much more.

The Ethics of Artificial Intelligence (AI)

Our story begins in the 1950s, when the term "artificial intelligence" was coined at the Dartmouth Conference, marking the birth of a field that would revolutionise the way we interact with technology. Pioneers like Alan Turing and John McCarthy laid the foundation for AI, propelling the field forward with their visionary concepts and bold ambitions.

As technology advanced and computational power increased, AI faced new horizons. In the late 20th century, a paradigm shift occurred with the emergence of machine learning, a transformative approach that allowed computers to learn from data and improve their performance over time. This shift paved the way for a new era in AI research and applications.

The dawn of the 21st century witnessed unprecedented advancements in AI, thanks to the amalgamation of massive data availability, powerful computing infrastructure, and ground-breaking algorithms. Machine learning techniques like deep learning, inspired by the human brain's neural networks, became the driving force behind ground-breaking achievements in image recognition, natural language processing, and autonomous vehicles.

AI has permeated many aspects of our lives. From virtual assistants and recommendation systems to medical diagnostics and autonomous robots, its impact is felt in nearly every industry. AI has become an indispensable tool, empowering us to solve complex problems, uncover hidden insights, and reshape the world as we know it.

However, as we venture deeper into the realm of AI, questions of ethics, bias, and the societal impact of intelligent machines loom large. Striking a balance between technological progress and responsible AI development has become a paramount concern, guiding the conversations around transparency, fairness, and human oversight.

What defines an AI?

What defines an AI?

AI, or artificial intelligence, is a broad term used to describe systems or machines that exhibit capabilities typically associated with human intelligence. While there is no universally agreed-upon definition, AI can be characterised by several key attributes:

Ability to Learn

AI systems have the capacity to learn from data, experience, or improve their performance over time. They can adapt their behaviour and make adjustments based on new information.

Problem Solving

AI can analyse complex problems, reason through information, and generate solutions or make decisions. It can handle tasks that would typically require human intelligence, such as pattern recognition, planning, and problem-solving.

Perception and Sensing

AI systems can perceive and interpret their environment through sensors, cameras, microphones, or other data sources. They can process and understand various forms of input, such as images, sounds, and text.

Natural Language Processing

AI can understand and generate human language, enabling interactions through speech or text. Natural language processing allows AI systems to comprehend and respond to user queries or carry out tasks through verbal or written communication. As of 2023, AI can understand over 1,000 of our planets 7,000 languages.

Automation and Autonomy

AI can automate tasks and operate autonomously, reducing the need for human intervention. It can perform repetitive or labour-intensive activities with speed, precision, and consistency.


AI systems can make decisions based on predefined rules, logical reasoning, statistical analysis, or machine learning algorithms. They can evaluate multiple factors, weigh probabilities, and optimise choices based on defined objectives.

It's important to note that AI exists on a spectrum, ranging from narrow or specific AI, which focuses on performing well-defined tasks, to general AI, which possesses human-level intelligence across a wide range of domains. While significant progress has been made in AI research and applications, achieving human-level general intelligence remains a complex and ongoing challenge.

Ultimately, what defines an AI is its ability to mimic, simulate, or replicate aspects of human intelligence, enabling machines to perform tasks that traditionally required human intervention or expertise.

What is Ethics?

What is Ethics?

Oxford dictionary defines ethics as “the branch of knowledge that deals with moral principles”

Ethics refers to a set of moral principles and values that guide human behaviour and decision-making. It provides a framework for individuals and societies to determine what is right, just, and morally acceptable. Ethics encompasses a wide range of principles and considerations, including notions of fairness, integrity, respect for others, and responsibility.

Ethics also plays a crucial role in emerging domains such as technology and AI. It raises questions about privacy, data security, bias, and the potential impact of AI on society. As AI becomes more integrated into our lives, ethical considerations become increasingly important to ensure responsible and beneficial use of these technologies.

The History of AI Ethics

The history of AI ethics from pen and paper to a laptop

The history of AI ethics is closely intertwined with the development and advancements in artificial intelligence itself. As AI technologies have progressed, ethical concerns and considerations have emerged, prompting discussions and actions to address the potential impact of AI on society. Let's explore some key milestones in the history of AI ethics:

Asimov's Three Laws of Robotics 1942

Science fiction writer Isaac Asimov introduced his famous "Three Laws of Robotics" in his short story "Runaround." These laws laid out guidelines for ethical behaviour in AI systems, emphasising the importance of ensuring that robots prioritise human safety and well-being.

Asimov’s 3 laws are:

A robot may not injure a human being or, through inaction, allow a human being to come to harm.

A robot must obey orders given it by human beings except where such orders would conflict with the First Law.

A robot must protect its own existence as long as such protection does not conflict with the First or Second Law.

Foundational Ethical Frameworks In the 1980s and 1990s

Researchers and scholars began developing ethical frameworks and guidelines specific to AI. One notable example is the development of the field of "Machine Ethics" by philosophers like James Moor, who explored the ethical responsibilities of AI systems and their creators.

The Birth of AI Safety and Governance Early 2000s

As AI technologies advanced, concerns about their potential risks and unintended consequences gained attention. In the early 2000s, organisations like the Future of Humanity Institute and the Machine Intelligence Research Institute (MIRI) began focusing on AI safety, ethics, and long-term implications.

Foundational Documents 2016

In recent years, key documents have been published to address AI ethics. Notably, in 2016, the Partnership on AI was established, comprising major tech companies, nonprofits, and research institutions. They released a set of ethical guidelines for AI development, highlighting the importance of fairness, transparency, and human values.

Global Initiatives 2018

Governments and international organisations began recognising the need for AI ethics and governance frameworks. In 2018, the European Commission released guidelines on AI ethics, promoting transparency, accountability, and human-centric AI. Additionally, the World Economic Forum and UNESCO have initiated efforts to develop global AI governance frameworks.

The field of AI ethics continues to evolve as researchers, policymakers, and industry leaders grapple with new challenges and opportunities. Efforts are being made to address issues like bias mitigation, data privacy, algorithmic accountability, and the ethical implications of AI in various domains, ensuring that AI is developed and deployed in a manner that aligns with human values and societal well-being.

Current AI Ethical Concerns

Man looking concerned at current AI ethical concerns

We interact with AI systems on a day-to-day basis to filter out spammy emails, add filters to our reels & stories, and get recommendations of news articles. AI is also increasingly being used for medicine, law, finance, insurance, employment, and education.

AI within Health care

Deep learning AI can be used to help detect diseases faster, provide personalised treatment plans and even automate certain processes such as drug discovery or diagnostics. It also holds promise for improving patient outcomes, increasing safety and reducing costs associated with healthcare delivery.

But on the other hand, AI is only as powerful as the data sets it is provided and could cause negative reinforcement of existing biases causing a loop, which amplifies existing biases within the data set.

AI has not only been involved in physical healthcare but also mental healthcare. There has been an example of a metal health support website that used chat GPT in their online chat which has caused controversy with medical healthcare professionals.

AI Gender Bias

AI systems trained on biased datasets may exhibit gender bias in image recognition tasks. For example, they may be more accurate in identifying and categorising images of males compared to females, or they may associate specific activities or occupations with certain genders.

Facial recognition systems may exhibit gender bias, particularly for individuals with non-binary genders, as they may have been underrepresented or poorly represented in the training data set.

AI Ethnicity bias

Facial recognition systems may exhibit ethnicity bias, especially when they are trained on datasets that are predominantly composed of certain ethnic groups. As a result, they may have higher error rates or lower accuracy for individuals with certain ethnic features, leading to potential misidentification or discrimination.

AI systems used in the criminal justice system, such as risk assessment tools or predictive policing algorithms, can inadvertently perpetuate ethnicity bias. If the training data used to develop these systems reflects historical biases in law enforcement practices, the algorithms may disproportionately target or penalise certain ethnic groups.

AI-powered recommender systems may exhibit ethnicity bias by recommending or promoting certain products, services, or content based on a person's ethnicity, potentially reinforcing stereotypes or limiting opportunities.

AI Creativity

AI systems can generate content that closely resembles existing works, raising challenges in terms of attribution and plagiarism. It becomes difficult to determine the originality of AI-generated creations and properly credit the human creators or sources of inspiration.

The proliferation of AI-generated creative works might lead to a devaluation of human creativity. If AI can produce art, music, or writing that is indistinguishable from human creations, it may diminish the uniqueness and value attributed to human creative endeavours.

AI Robustness Bias

Robustness bias can lead to overly cautious behaviour, resulting in missed opportunities, inefficiencies, or suboptimal decision-making. It may cause AI systems to be overly risk-averse, limiting exploration, innovation, or adaptive responses to new situations. In certain contexts, excessively conservative behaviour can impede progress or hinder the system's ability to fulfil its intended purpose.

Autonomous Cars

One of the key concerns surrounding autonomous cars is their safety and liability in the event of accidents. Critics argue that accidents involving autonomous vehicles could raise questions about who is responsible - the AI system, the car manufacturer, the software developer, or the human occupants. Determining liability and establishing clear regulations and standards is essential to ensure public safety and address potential legal disputes.

Autonomous cars must be programmed to make split-second decisions in potentially life-threatening situations. This raises ethical dilemmas, such as how the AI system should prioritise the safety of passengers versus pedestrians or how it should handle unavoidable accidents. Resolving these ethical questions and developing consensus on the decision-making algorithms of autonomous cars remains a contentious topic.


AI systems rely on vast amounts of personal data, making them attractive targets for hackers and malicious actors.

Even with anonymisation or de-identification techniques, there is a risk of re-identification of individuals from supposedly anonymised data. Advances in AI and the combination of multiple datasets can potentially re-identify individuals, undermining privacy protections.

AI algorithms can inadvertently create profiles and make decisions based on personal data, leading to potential discrimination.

AI Misinformation

According to Forbes a combined 76% are concerned about AI causing misinformation. Whilst on the other hand only 9% of people are somewhat unconcerned.

With the advancements in natural language processing and text generation, AI systems can generate content that mimics human language, making it increasingly challenging to distinguish between real and AI-generated information. Here's a quick overview of how AI can spread misinformation.


AI can be used to create deepfake videos or audios, where manipulated content appears authentic, but the source material is altered. Deepfakes can be used to spread false information, deceive individuals, or manipulate public opinion.

Text Generation

AI models, such as language models, can generate coherent and contextually relevant text. However, if these models are trained on biased or false data, they can inadvertently generate misleading or inaccurate information.

Automated Dissemination

AI can automate the dissemination of misinformation by using algorithms to amplify content through social media platforms, chatbots, or fake accounts. This automation can make misinformation appear more widespread and legitimate.

Synthetic Media

AI can be used to create realistic images, videos, or audio clips that depict events or situations that never occurred. These synthetic media pieces can be used to support false narratives or mislead audiences.

Amplification of Existing Misinformation

AI-powered recommendation systems and algorithms can inadvertently contribute to the spread of misinformation by promoting or recommending content based on users' preferences or engagement, without considering its accuracy or veracity.

Challenges in Detection

AI-generated misinformation can be challenging to detect as it can mimic human communication patterns and avoid traditional detection methods. AI systems designed to identify misinformation must continuously evolve to keep pace with the sophistication of AI-generated content.

Influence on Public Opinion

AI-generated misinformation has the potential to influence public opinion, elections, or social dynamics. When false or misleading information spreads rapidly and widely, it can shape people's perceptions and decision-making processes.

Addressing AI misinformation requires a multi-faceted approach involving technology, media literacy, policy, and collaboration among various stakeholders. Efforts to combat AI misinformation involve developing robust detection algorithms, educating users about the risks and characteristics of AI-generated content, fostering critical thinking skills, and promoting transparency and accountability among AI developers and platforms.

Furthermore, collaboration between AI developers, fact-checking organisations, researchers, and policymakers is crucial in developing effective strategies, regulations, and countermeasures to mitigate the impact of AI-generated misinformation on individuals and society as a whole.

What is the Difference Between Misinformation and Disinformation?

what is the Difference Between Misinformation and Disinformation?

Misinformation and disinformation are related terms but have distinct meanings:


Misinformation refers to false or inaccurate information that is unintentionally spread or shared without the intent to deceive. It can result from misunderstandings, rumours, honest mistakes, or the dissemination of outdated or incomplete information. Misinformation can be spread unknowingly, often due to a lack of awareness or verification of the information's accuracy.


Disinformation, on the other hand, refers to intentionally false or misleading information that is created and disseminated with the purpose of deceiving or manipulating people. Unlike misinformation, disinformation is intentionally crafted to mislead, misinform, or influence public opinion. It often aims to advance a specific agenda, manipulate perceptions, or sow discord among individuals or groups.

To summarise:

Misinformation: False or inaccurate information that is unintentionally spread without the intent to deceive.

Disinformation: False or misleading information deliberately created and disseminated with the intent to deceive, manipulate, or influence.

For an example, deepfakes:

From an AI’s perspective it is creating deepfake content for a user for which it does not know is correct or incorrect or its intended purpose. Thus misinformation.

From the users perspective, they are purposely creating fake content using AI with the intent to mislead others. Thus disinformation.

What the future could Bring

What the future could Bring

The future of AI ethics is likely to be shaped by ongoing advancements in technology, evolving societal perspectives, and the collective efforts of researchers, policymakers, and stakeholders. Here are a few key directions where the ethics of AI may be heading:

Increased Focus on Transparency

There is growing recognition of the importance of transparency in AI systems. Efforts to develop techniques that provide insights into the decision-making processes of AI models are likely to continue. This can help address concerns related to bias, accountability, and trust by enabling users to understand how AI systems arrive at their conclusions.

Enhanced Regulation and Governance

As AI technologies continue to advance, there is a need for robust regulatory frameworks and governance mechanisms. Policymakers are increasingly engaging in discussions to establish guidelines and laws governing AI development and deployment. Balancing innovation and ensuring ethical considerations will be critical in creating regulations that promote the responsible and beneficial use of AI.

Mitigation of Bias and Fairness

Addressing bias in AI systems is an ongoing challenge. Efforts to mitigate bias and promote fairness in AI algorithms are expected to gain further momentum. Research and development of techniques that identify and reduce biases in training data, algorithm design, and decision-making processes will likely be a focus area.

Collaboration and Multi-Stakeholder Engagement

AI ethics will require collaboration among diverse stakeholders, including researchers, industry leaders, policymakers, ethicists, and the general public. Multidisciplinary collaborations can help incorporate different perspectives, foster inclusivity, and ensure that ethical considerations are adequately addressed.

Global Cooperation and Standards

Given the global nature of AI development and deployment, international cooperation and the establishment of common ethical standards are gaining importance. Collaborative efforts among countries, organisations, and institutions can help create unified ethical frameworks, facilitate knowledge sharing, and avoid inconsistencies in AI regulation and implementation.

Is AI Ethical?

Is AI Ethical?

AI is inherently ethical, but the human aspect is not. Ethical implications occur with biased data sets, poor coding of its processes or unethical users misusing the programme.

Positives Impacts of AI

Automation and Efficiency

AI enables automation of repetitive tasks, freeing up human resources for more complex and creative endeavours. AI-powered systems can perform tasks faster, more accurately, and consistently, leading to increased productivity and efficiency in industries such as manufacturing, logistics, customer service, and data analysis.

Enhanced Customer Experience

AI technologies, such as chatbots and virtual assistants, can provide personalised and efficient customer support, addressing queries and resolving issues in real-time. Natural Language Processing (NLP) allows for more natural and human-like interactions, improving customer satisfaction and engagement.

Environmental Impact

AI can help address environmental challenges by optimising energy usage, managing resources efficiently, and supporting sustainability efforts. For example, AI algorithms can optimise energy distribution in smart grids, facilitate predictive maintenance in infrastructure systems, and assist in environmental monitoring and conservation efforts.

It is important to note that while AI brings significant benefits, it also raises ethical and societal challenges that need to be carefully addressed. By leveraging the positive aspects of AI while ensuring responsible development and deployment, we can maximise the potential benefits and create a future where AI technologies contribute positively to our lives.

Negatives Impacts of AI

Job Displacement

The automation capabilities of AI can lead to job displacement and economic disruption. AI-powered systems and robots can replace human workers in certain tasks and industries, potentially resulting in unemployment or the need for workers to acquire new skills for emerging roles.

Bias and Discrimination

AI algorithms can inherit and perpetuate biases present in the data they are trained on, leading to discriminatory outcomes. Biases based on race, gender, or other factors can result in unfair treatment in areas such as hiring processes, loan approvals, and criminal justice systems if not carefully addressed.

Privacy and Security Concerns

AI relies on vast amounts of data, raising concerns about privacy and security. The collection, storage, and analysis of personal data by AI systems can potentially infringe on individuals' privacy rights if not adequately protected. There is also a risk of data breaches and misuse of personal information.

Ethical Dilemmas

AI presents complex ethical dilemmas, particularly in areas where AI systems are involved in decision-making that impacts human lives. Questions arise regarding accountability, transparency, and the potential for AI systems to make decisions that may not align with societal values or principles.

Addressing the negatives of AI requires a comprehensive approach involving collaboration between researchers, policymakers, industry leaders, and society at large. Ensuring transparency, fairness, accountability, and inclusivity in the development and deployment of AI technologies is essential to mitigate potential risks and maximise the benefits of AI in a responsible manner.

What should you do?

What should you do?

If you are wanting to implement AI into your organisation, where do you start? What should you do?

Actively seek user feedback and incorporating iterative improvements in AI systems. Creating an ethical AI in your organisation requires a proactive and comprehensive approach. Here are some steps you can take to foster ethical AI development and deployment:

Establish a Culture of Ethics

Promote a culture within your organisation that prioritises ethical considerations in AI development. This starts with leadership commitment and clear communication of ethical values and principles throughout the organisation.

Define Ethical Guidelines

Develop clear guidelines and policies that outline the ethical principles your organisation adheres to when developing AI systems. These guidelines should address issues such as bias, fairness, privacy, transparency, and accountability.

Foster Interdisciplinary Collaboration

Encourage collaboration between AI experts, ethicists, social scientists, and other relevant stakeholders. This multidisciplinary approach ensures that ethical considerations are integrated into the AI development process from the outset.

Ensure Data Quality and Bias Mitigation

Pay attention to the quality and representativeness of the data used to train AI models. Identify potential biases in the data and implement strategies to mitigate them, such as diverse data collection and thorough data pre-processing.

Promote Transparency

Strive for transparency in AI systems by making efforts to explain how decisions are made. This can involve using interpretable algorithms, providing clear documentation, and enabling users to understand the reasoning behind AI outputs.

Regular Ethical Assessments

Conduct regular ethical assessments of your AI systems throughout their lifecycle. This involves evaluating the potential ethical implications, impacts, and risks associated with the deployment of AI technologies.

User Engagement and Feedback

Involve users and stakeholders in the AI development process. Seek feedback, engage in dialogue, and understand their concerns to ensure that AI systems align with their values and needs.

Test and Evaluate for Ethical Considerations

Implement rigorous testing protocols that specifically evaluate AI systems for ethical considerations. This includes assessing the system's behaviour in various scenarios, examining potential biases, and evaluating its adherence to ethical guidelines.

Responsible AI Governance

Establish mechanisms for ongoing governance and oversight of AI systems within your organisation. This includes defining roles and responsibilities, establishing review boards or committees, and implementing processes to address ethical concerns that may arise.

Creating an ethical AI is an iterative process that needs continuous learning and improvement. It requires ongoing commitment, adaptation to changing circumstances, and a willingness to address ethical challenges as they arise. By integrating ethical considerations into your organisation's AI practices, you can promote responsible AI development that aligns with societal values and contributes positively to your organisation's mission.

Some other points are to document your AI system:

  • Include AI systems into your Policy documents
  • Include AI systems into your Software Asset Management (SAM) repository
  • Include AI systems into your Configuration management database (CMDB)
  • Operating procedures
  • Risk register


“Knowledge itself is not bad, how people use knowledge can be”

As we conclude our exploration of AI ethics, it is essential to reflect on the positives and negatives associated with this critical field. AI ethics holds great promise for shaping the responsible development and deployment of artificial intelligence.

AI is not inherently ethical, but how it is developed, taught, and used is. It is important to mitigate these when implementing AI with clear legislation, policies, and governance.

We offer an Artificial Intelligence Foundation course to help you pave the way for integrating AI into your organisation.

BCS Artificial Intelligence (AI) Foundation link

About The Author

James Lawless

James Lawless

From a young age I have been interested in media and technology. I look forward to seeing the interesting future of AI and how it will affect ITSM, business processes and day-to-day life. I am passionate about sustainability, gaming, and user experience. At Purple Griffon I oversee creating/maintaining blogs, creating free resources, and general website maintenance. I’m also a keen skier and enjoy going on family skiing holidays

Tel: +44 (0)1539 736 828

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