In this chapter we question the use of the term |ethics of AI|. Our thesis is that |ethics of AI| is a floating signifier, a notion borrowed from Ernesto Laclau. The article is divided into two parts. In the first part, we discuss the need to include in the ethics of AI a reflection on the ethics of communication about AI. We also introduce the concept of the floating signifier. In the second part, we propose an analysis of the discourses mobilizing |ethics of AI| in the daily press. We examine articles mobilizing |ethics of AI| that appeared in eight daily newspapers in four European countries (France, Italy, the UK, and Germany) over a three-month period. We show the existence of three discursive uses of AI ethics: the normativity of institutions, the critique of researchers, and the techno-solutionism of companies.