Artificial intelligence is the future, but it already has a prominent standing in the present. As data science gets more sophisticated and consumers continue to demand a more personalized customer experience, AI is the tool that will help enterprises better understand their customers and audiences. But even though AI has all the potential in the world, if we cannot figure out how to address the ethical challenges that remain, this full potential may never be reached. As this technology evolves, one question should remain in the minds of all leaders seeking to implement an AI strategy: How can I ethically and responsibly make the most of AI within my organization? About seven years ago, Gartner released what they referred to as the "Hype Cycle for Emerging Technologies," which highlighted the technologies it predicted would change society and business over the next decade.