Artificial intelligence has generated both business rewards and reputational risk for companies. Consumers and customers have legitimate concerns over the use of AI in business. The best way to address those concerns, says Steven Mills, the chief AI ethics officer for BCG X, is to develop responsible AI principles that set forth how organizations will and will not deploy AI—and what they will do when they fall short of these principles. By working closely with employees, consumers, and customers on these principles, organizations can generate confidence with these key stakeholders. This approach is valuable whether or not governments adopt regulations governing the use of AI.