In this paper, we present an approach for the systematic and comprehensive inclusion of ethical considerations in the design and development process of artificial intelligence systems, called Ethics by Design for AI (EbD-AI). The approach is the result of a three-year long research effort, and has recently be adopted by the European Commission as part of its ethics review procedure for AI projects. We describe and explain the approach and its different components and its application to the development of AI software and systems. We also compare it to other approaches in AI ethics, and we consider limitations of the approach as well as potential criticisms.

: Responsible Research and Innovation (RRI) is a term used by policy-makers and academics to refer to research and innovation that is ethically acceptable and socially desirable. Despite the fact that the vast majority of research and innovation (R&I) is funded and produced by industry, companies tend to have no awareness or recognition of this concept. This is unfortunate, as the RRI paradigm could be mutually beneficial for both business and society: it could help businesses realise competitive opportunities while also leading to positive economic, societal and environmental impacts. This paper investigates how industry can be incentivised to engage in research and innovation following the approach of RRI. We propose a matrix of incentives for stimulating the adoption of RRI. We categorise incentives according to three dichotomies: external and internal, instrumental and non-instrumental, direct and indirect. The incentives are formalised in a causal loop diagram, which can be used to demonstrate the sound character of investing in RRI from a business perspective. We discuss examples of incentives, including corporate reputation and critical consumerism, certification, employee engagement, and governance. Lastly, to ensure effective implementation of RRI, we outline factors for the realisation of successful incentives for RRI in industry.