There are 9 areas that matter in AI Ethics, which all relate to reputational, privacy and liability risks inherent in AI development. The central argument is that AI Ethics is directly tied to the reduction of risk (“AI Safety”) and can drive policy changes that benefit the business. It is shown that, with a guiding set of values, these risks can be mitigated and the potential is for AI be grasped profitably. Around the world, governmental bodies are forming new legislation on AI risks in response to many public mistakes