Applications that are based on artificial intelligence (AI) are intended to support people and protect their freedom and independence. Autonomous driving, for instance, can have great potential for consumers. It is important that autonomous systems support people and remain controllable for them. A public debate is needed on what the use of AI and algorithmic decision-making processes means for individuals and for society as a whole. One of the outcomes of this debate should be a set of ‘ethical by design’ principles, which force developers and users to take certain legal and ethical principles into account at the development stage of AI-based applications and algorithmic decision-making processes.