In the last few years, AI continues demonstrating its positive impact on society while sometimes with ethically questionable consequences. Building and maintaining public trust in AI has been identified as the key to successful and sustainable innovation. This chapter discusses the challenges related to operationalizing ethical AI principles and presents an integrated view that covers high-level ethical AI principles, the general notion of trust/trustworthiness, and product/process support in the context of responsible AI, which helps improve both trust and trustworthiness of AI for a wider set of stakeholders.
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