This paper aims to shed some light on the ethical rules that are now recommended when designing, developing, deploying, implementing or using AI products and services in the EU. Moreover, it identifies some implementation challenges and presents possible further EU action ranging from soft law guidance to standardisation to legislation in the field of ethics and AI.
There are calls for clarifying the EU guidelines, fostering the adoption of ethical standards and adopting legally binding instruments to, inter alia ,set common rules on transparency and common requirements for fundamental rights impact assessments, and to provide an adequate legal framework for face recognition technology. Finally, the paper gives an overview of the main ethical frameworks for AI under development outside the EU (e.g. in the United States and China).