Metaphoric representations of AI and its ‘trustworthiness’ participate in the process of humanisation of technology and dehumanisation of humanity. This process has ideological connotations compatible with the Neoliberal project of enforcing a social order based on instrumental rationality and the survival of the capital through the logic of the ‘self-regulating market’. These metaphors and the process they are part of generate fears that the debate about ‘trustworthy AI’ seeks to address. These efforts, however, are doomed to fail because the mainstream debate about the ethics of AI neglects the ideological dimension. In this paper, we address these concerns and neglect and suggest some practical steps to oppose the ideological appropriation of AI and its ethics.