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Better choices for better AI

Making applied ethics actionable to help organizations
design and deploy trustworthy AI

NEW AI Ethics Certification 


This certification is the equivalent of occupational health and safety training for anyone working with digital technologies. It delivers the foundational skills needed to address issues around the ethical development of AI systems.


Building responsible AI is essential to ensuring that technology solutions are not creating harm. If your organization is currently using or considering the use of artificial intelligence or machine learning in your product then your team needs this foundational training. 


Our AI ethics micro-credential certification in partnership with PowerED by Athabasca University is a four-course program that’s delivered online, asynchronously and designed to meet the needs of working professionals. Courses include An Introduction to AI Ethics, Data Ethics, Machine Learning Models, and Roboethics. 


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Our new certification is making headlines! 






  • AI Ethics Certification with Power ED by Athabasca University

  • Customized online training solutions

  • Workshops and presentations on the responsible use of Artificial Intelligence

  • Educational materials 



  • Governance and policy review

  • Implementing ethical principles, policies and procedures

  • Designing information ethics practices

  • Impact Assessments, Ethical Codes

  • Ethics as a Service: outsourced ethics leadership

  • Independent 3rd party audits

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I'm Katrina Ingram. I spent over two decades as a marketer and senior executive in a range of industries. I left my role as a media executive in 2017 to become a grad student which led to the launch of my podcast Back to School Again as well as a master's in communications and technology with a focus on AI and ethics.  

In late 2018 I attended a talk with a prominent AI researcher who shared concerns about how some artificial intelligence was being built and deployed in ways that are unethical and harmful. Afterward, I asked him who was working on this problem and when he told me not enough people, I signed up to learn more about it. That launched a journey into the world of AI and ethics first as part of my graduate studies and now professionally.

Ethically Aligned AI is now a company that provides research, education, tools, audits, and advisory services to organizations who aspire to build or deploy AI in ways that best align with the values of humanity. We also provide consumer education to help people make better choices about the AI-enabled products they consume.



Dr. Geoffrey Rockwell

Geoffrey Rockwell is a Professor of Philosophy and Digital Humanities at the University of Alberta where he is also the Director of the Kule Institute for Advanced Study and Associate Director of the University Signature Area on AI for Society. He is President of the Canadian Society of Digital Humanities and President of the Western Humanities Alliance. Geoffrey has published extensively on digital humanities, text analysis and visualization and information ethics. 

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Tema Frank, MBA

Digital marketing pioneer and author of the best-selling book, PeopleShock: The Path To Profits When Customers Rule, Tema Frank has worked in marketing, customer experience and business strategy for nearly four decades. In 2001 she founded Web Mystery Shoppers International Inc., the world’s first company to test customer service in every channel: web, phone, chat, email and in-store. Tema’s clients have ranged from large organizations like the Royal Bank of Canada, the Government of Alberta, and Bank of America, to small businesses and nonprofits.


Dr. Jonathan Schaeffer

Jonathan Schaeffer is a Distinguished University Professor of Computing Science at the University of Alberta, and the former Dean of Science. His research is in the area of artificial intelligence, and he is well known for using games to demonstrate his work.

His checkers-playing program Chinook was the first computer to win a human world championship (1994), a feat recognized in the Guinness Book of World Records. He is co-founder of the University of Alberta not-for-profit spin-off Amii (amii.ca; Alberta Machine Intelligence Institute) and the for-profit learning company Onlea (onlea.org). 



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We help organizations build better AI systems and help consumers to make sound choices in selecting trustworthy AI-enabled products or services.

Our vision is to create a more just and equitable world by improving the outcomes of AI technologies being used in both the public and private sectors.

We are on a mission to help companies understand the risks and benefits of using AI in their business practices; and to advise them on how to improve these systems to ensure responsible use, thus reducing potential risk harm to their reputations and harm to their finances.