The excitement around any new technology comes with a side order of fears about how that system or service will affect people. In key areas like cloud computing and social media, it often feels as if the regulators are having to play catch-up with the tech firms that create these innovations and the businesses that exploit them. Yet it is in the area of artificial intelligence (AI) that these fears are perhaps greater than anywhere else. Rather than just being a technology that people will themselves use, some experts believe AI could instead help to replace human decision-making at work and at home. So, how can businesses work to reduce fears and create AI systems that exploit big data ethically?