Forget AI ethics--treat technology like a new relationship instead

Not a week passes without an ethical misstep by Big Tech. From Facebook's personal data overreaches to thousands of e-commerce sites that trick people into superfluous purchases to cities implementing facial-recognition systems without consent, the tech industry continues to stress-test trust. In response, ethical guidelines have flourished. Whether a short checklist, visual principles, or lengthy treatise, most agree on core principles of privacy, safety and security, transparency, fairness, and autonomy. But despite the efforts of think tanks, tech companies, and government agencies, the principles haven't been so easy to put into practice.