Artificial Intelligence (AI) has emerged dramatically, starting from simple systems to complex neural networks capable of deep learning. These several advances have changed fields including financial services, transportation and medicine, in which performs tasks once reserved for human intelligence, for instance autonomous driving, speech recognition and natural language understanding. Despite, this rapid integration increases serious ethical issues. As AI improves in sophistication, its decision impact crucial aspects of the community, and bring with an urgent need for an active ethical framework to control its progression and use. It is therefore essential that designers and information systems managers adopt a proactive approach to ascertain that algorithms are ethical and used in the most secure way in order to reduce opportunities of misusing or exploiting sensitive data.