While accepting to download a free app on your smartphone, it is now evident that this comes at the price of your privacy. Beyond this, there are hidden codes and algorithms embedded in your telephone collecting data on you, which, on the long term, might subject you to various forms of discrimination, as determined by the algorithm. When determining the use of AI in your company will you focus on the short term gains that the algorithm might provide for your company, or will you consider the potential long term consequences of your decision? Will you apply the logic "the end justifies the means" to make more money? Will you want to consider yourself a virtuous decisionmaker ?