Business plays a dominant role in the development of products and services based on Artifi cial Intelligence (AI). Th e challenge is to ensure that products and services based on AI are ethical. Th e diffi culty in dealing with this task stems from the facts that: a. the process of development is not transparent; b. companies do not always want to take part in discussions on the ethics of artifi cial intelligence and adhere to its results; c. the novelty of the issue causes that the results of these discussions do not arise quickly and are not practical. Th e aim of the article is to indicate the diffi culty of conducting research on the ethics of AI developed by business. Th e article has been synthetically presented in what way business responds to ethical challenges brought about by the phenomenon of development of AI. Th e answer to these challenges was also given by the High-Level Working Group appointed by the European Commission to develop a code of artifi cial intelligence.