Next generation AI and Human Behaviour: promoting an ethical approach

While the European Union has been a front runner in the global effort to formulate guidelines and regulate AI, it is certain that the road ahead will be full of challenges. One of the key challenges is that the meaning and appropriate interpretation of the key concepts and principles in AI guidelines will often be highly context specific. For example, the ethical risks related to the development or use of AI-based techniques for emotion recognition might be very different when applied for recruitment and selection purposes than when used for detecting levels of distress to assist in dealing with emergency calls or to detect situations of abuse. Similarly, AI-enabled differentiation based on physical characteristics may be unethical in the context of law enforcement but useful in a medical context.

At the same time, research and development of AI-based application surges in all domains, from education, over measuring consumer behaviour, to assisting in making important decisions, such as supporting th