When we discuss the deployment of artificial intelligence, we usually refer to the nitty-gritty—the algorithmic concerns, the data streams, and integration problems. There is another side that’s as important but not talked about as much: ethics. Ethical considerations of AI are not nice-to-have features; they are essential building blocks that will determine whether your AI systems will get the job done without hurting someone. According to research by PwC, 85% of customers will never conduct business with a firm if they have questions regarding the ethics of its AI. Research shows real damage from flawed AI. The AI Now Institute documented actual harm. Their study uncovered problems in healthcare. They found issues in criminal justice systems. AI mistakes affect real people. Real consequences followed.