Every day we see news about advances and the societal impact of AI. AI is changing the way we work, live and solve challenges but concerns about fairness, transparency or privacy are also growing. Ensuring AI ethics is more than designing systems whose result can be trusted. It is about the way we design them, why we design them, and who is involved in designing them. In order to develop and use AI responsibly, we need to work towards technical, societal, institutional and legal methods and tools which provide concrete support to AI practitioners, as well as awareness and training to enable participation of all, to ensure the alignment of AI systems with our societies’ principles and values.