The Institute of Electrical and Electronics Engineers (IEEE) and the IEEE Standards Association have launched a new standard to address ethical concerns during the design of artificial intelligence (AI) and other technical systems. The  IEEE 7000?-2021 -IEEE Standard Model Process for Addressing Ethical Concerns During System Design provides a methodology to analyse human and social values relevant for an ethical system engineering effort. The standard provides: (a) a system engineering standard approach integrating human and social values into traditional systems engineering and design; (b) processes for engineers to translate values and ethical considerations into system requirements and design practices; and (c) a systematic, transparent, and traceable approach to address ethically-oriented regulatory obligations in the design of autonomous intelligent systems. As IEEE explains, the standards could help organisations that design, develop, or operate AI or other technical systems to directly address ethical concerns upfront, leading to more trust among the end-users and increased market acceptance of their products, services, or systems.