AI ethics is the study and practice of using artificial intelligence in ways that respect human rights, dignity, and societal values. It addresses questions every organization deploying AI must answer: Is the system fair to all customers? Is personal data protected? Are people told when they interact with a machine? Who is accountable for mistakes? A Moroccan insurer using AI to price policies, for instance, needs ethical review to ensure the model does not discriminate and that clients can contest automated decisions.