Artificial intelligence (AI) is increasingly permeating our everyday lives from our voice command ‘smart speakers’ (such as Amazon Echo, Siri and Google Home) to the machine learning based recommendations when online shopping or watching Netflix. As AI becomes increasingly autonomous and accessible, leaders in technology are calling for increased scrutiny and regulatory oversight to ensure society is protected from AI’s implications. Regulatory oversight of AI will need to integrate ethical, moral and legal values in its design process as well as part of the algorithms these systems use. Tech giants are becoming increasingly aware of the need to incorporate ethical principles in the development of AI. Recently, Amazon, Facebook, McKinsey, Google’s DeepMind division, IBM, and Microsoft have founded a new organisation, the Partnership on Artificial Intelligence to Benefit People and Society, to establish best practices in ethical AI.