Google is into Artificial Intelligence. This much we know. The search, advertising, and tech company has been working in the space for a while, with significant research capabilities, a cloud-computing platform and a digital assistant that is a front-and-centre feature of its flagship Pixel series of phones as well as its voice-activated speaker, the Google Home. Now it is using AI to advertise its AI.

In June of last year, such was the company’s focus on AI, and such was the company’s market-changing size, that CEO Sundar Pichai published Google’s AI principles. Within them, he noted that AIs should be socially beneficial, as free from bias as possible, and built for safety. There ought to be opportunities for feedback at steps along the process, and opportunities for explanation; AIs, Google believes, ought to be accountable.

The impact of AI will most likely be one of the fundamental questions of the 21st century, making its way into every single industry and many of our human pursuits, but, as with many technologies, one of the first industries to grapple with these ideas is advertising – and not just the ideas, but also the ethics of these systems.