Issues around ethical AI have garnered more attention over the past several years. Tech giants from Facebook to Google to Microsoft have already established and published principles to demonstrate to stakeholders -- customers, employees, and investors -- that they understand the importance of ethical or responsible AI. So it was a bit of a black eye last year when the co-head of Google's Ethical AI group, Timnit Gebru, was fired following a dispute with management over a scholarly paper she coauthored and was scheduled to deliver at a conference. Now Gebru has established her own startup focused on ethical AI. The Distributed Artificial Intelligence Research Institute (DAIR) produces interdisciplinary AI research, according to the organization.