As technology advances, so does the need for ethical considerations. AI ethics and responsible AI have emerged as critical areas of concerns in the rapidly evolving landscape of technology. As artificial intelligence (AI) continues to advance and permeate various aspects of society, it brings forth a host of ethical considerations that must be addressed to ensure its responsible and beneficial integration. At the heart of Cotoni Consulting, AI ethics is prioritized for major and minor principles such as transparency, fairness, accountability and privacy. As AI systems make increasingly complex decisions that impact individuals and society as a whole, transparency becomes essential to understanding how these decisions are made and ensuring accountability for their outcomes. Moreover, fairness is crucial to mitigate bias and discrimination of AI algorithms, which can perpetuate existing social inequalities if left unchecked. Responsible AI entails not only developing AI systems that performs effectively but also ensuring that they do so in a manner that aligns with ethical principles and societal values. This includes considering the potential impact of AI on individuals’ privacy rights, autonomy and well-being as well as safeguarding against unintended consequences or harmful outcomes.