Artificial Intelligence (AI) allows for tremendous advancements. At the same time, these developments bring to light interesting ethical issues and dilemmas. These challenges, sometimes feeling a tad uncomfortable, aid us in understanding the potential impact of AI on our daily lives. During my Business Administration studies, I followed the course ‘Artificial Intelligence, Business and Consumers’ with great interest, where we deeply discussed these issues under the guidance of Prof. Dr. Stefano Puntoni. While AI undoubtedly offers wonderful opportunities for businesses and consumers, we must take ethical implications seriously.