In just a few years, artificial intelligence has become a strategic issue in Europe, the USA and China. For fundamental considerations of balance of powers between that of the GAFAM on the one hand and ethics at the service of the greatest number of people on the other hand, it will be crucial to develop an “ethics in context”. This is more than computational ethics and utility functions developed by economists. It will be possible to implement an embedded code of ethics using artificial ethical agents, but only if ethical principles remain submitted to a democratic deliberation involving all participants.My future research will focus on the question of “human values and AI” at different levels: universality, continentality (USA vs. China for example), nation-state and local communities using AI.