Enabling responsible and ethical AI implementation

Ethical By Design

Developing principles and practices to promote ethical behaviour in autonomous systems

The proper implementation of AI today can be a complex undertaking when you consider all aspects of your organisation, development and impact. We believe that properly scoped, delivered and supported AI can be a boon to any organisation. Ethical by Design is helping to guide both the conversation and implementation of AI algorithms for positive impacts for society.

We support companies navigate the ethical obligations and risks that their AI implementations, investments or future research may hold. We support organisations through consultation work and by educating and collaborating on creating processes so that our work lives on to the next project, and the next.

We're also contributing to a larger dialogue on AI, automation and data through talks, research and podcasts.

Get in touch to talk to us about your future with Artificial Intelligence.


Need to get up to speed?

Talks and workshops on AI, data, ethics, responsible and mindful technology for external or internal events.

Looking to use AI?

Artificial Intelligence implementation consultation, design workshops, governance frameworks and risk assessments. Together we can create a safe and ethical product for your brand and society.

Investing in AI?

We run due diligence on a companies' research, data, algorithms and structure.

AI Ethic's boards

Together we can build a third party expert advisory board that can help you mitigate ethical issues.


Book review: The Myth of Artificial Intelligence

First published open access on Prometheus Journal volume 38.

Published: Wednesday, 13 July 2022
What even is AI anyway?

Article looking into what different people might be talking about when they're referring to AI

Published: Tuesday, 17 September 2019
The only technology question is: why?

Answering a Why question can help you design better services and products

Published: Friday, 5 July 2019
The Trolly Problem is not a synonym for autonomous cars

Looking at the Trolley Problem and whether it's fit for purpose to reference it in conjunction with Automated vehicles

Published: Thursday, 14 December 2017

About us

Ben Byford is a researcher and technologist with over 10 years of design and coding experience building websites, apps, and games.

In 2015 he began talking on AI ethics and started the Machine Ethics podcast. Since, Ben has talked with academics, developers, doctors, novelists and designers on AI, automation and society.

Through Ethical by Design Ben and the team help organisations make better AI decisions leveraging their experience in design, technology, business, data, anthropology and philosophy.

Carissa Véliz is a Research Fellow specialising in digital ethics at the Uehiro Centre for Practical Ethics and the Wellcome Centre for Ethics and Humanities at the University of Oxford. She has a DPhil (PhD) from the University of Oxford.

Goda Mockute is a social data scientist from the Oxford Internet Institute. In her research, she uses natural language processing to study online communities and their connections to cyber-bullying.

Currently based in Oslo, she works as an AI ethicist consulting clients on ethical and technological aspects of data processing and AI systems. Combining her psychology and data science expertise, she helps organizations make practical and beneficial decisions for themselves and the wider society.

Jonathan Garner is a multidisciplinary designer whose education in sculpture has informed a career which explores both product & digital design. He often works as a developer, visual designer or user experience designer and is also an experienced workshop facilitator. As such Jonathan has worked with clients such as ING, Philips and Virgin.

In 2017 he started Mind over Tech to help both users and designers of technology navigate a difficult path—benefitting from the best that technology can offer whilst not falling foul of digital distraction.


We're looking for people interested in AI Ethics and have skills in Sociology, Psychology, Design, or Data Science to help us with better impacts for our clients.

Contact us here.