This book is for people who work in the tech industry--computer and data scientists， software developers and engineers， designers， and people in management or marketing roles。 It is also for people who are involved in the procurement and deployment of advanced applications， algorithms， and AI systems。

These products， services， and systems shape the digital and online worlds we inhabit， our societies， and our daily lives。 The book's aim is to empower these people to take responsibility， to 'upgrade' their skills for ethical reflection， inquiry， and deliberation。 It introduces ethics in an accessible manner with practical examples， outlines of different ethical traditions， and with practice-oriented methods to 'do ethics' in an iterative， participatory， and inclusive process: human-centred design， value sensitive design， and responsible innovation。 The book invites readers to integrate ethics in their projects， with practical exercises， to train their ethical sensitivity and skills。