Abstract

Artificial intelligence in all its developments is advancing faster than the capacity of institutions and organizations to offer legal, but also deontological responses: assuming the ethical implications of the new digital scenarios where technology learns from human routines to personalize content is fundamental from the academic, politicy and business spheres. This paper offers an interpretative framework of the evolution of smart speakers and voice assistants as tools for information singularization in parallel to the study of the European framework for the creation of an ethics of ai. The results show an effort by institutions to respond to an unstoppable progress and demonstrate that ai cannot be addressed by legal regulation alone but is above all a matter of ethical preference.