What is 'ethical AI' and how can companies achieve it?

In the absence of legal guidelines, companies need to establish internal processes for responsible use of AI. Oscar Wong/Moment via Getty Images

The rush to deploy powerful new generative AI technologies, such as ChatGPT, has raised alarms about potential harm and misuse. The law’s glacial response to such threats has prompted demands that the companies developing these technologies implement AI “ethically.”

But what, exactly, does that mean?