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Artificial Intelligence will be an omnipresent part of our near future. But where does the hype end and the reality start? How do companies prepare for AI-technologies in the making, and how do they make use of them in an ethical and responsible way? We will discuss these questions with Virginia Dignum, Associate Professor on Social Artificial Intelligence at the Faculty of Technology Policy and Management at the Delft University of Technology in the Netherlands. In her work she focuses on value-sensitive design of intelligent systems and multi-agent organisations, in particular on the ethical and societal impact of AI. Recently, she was appointed to be on the EU’s AI High-Level Expert Group. The Group will have, as a general objective, to support the implementation of the European strategy on AI. This will include the elaboration of recommendations on future AI-related policy development and on ethical, legal and societal issues related to AI, including socio-economic challenges.