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AI undoubtedly has the potential to unlock a paradigmatic shift in the way that humans live, work and love in the world we call home. But is enough attention being payed to the ethical considerations companies and brands need to make in the face of such a brave new world? So much of the narrative around AI is focused around ‘how we can’ as opposed to asking the much bigger questions of whether we even should. Kristal's talk provided insight into the way Virgin Trains are assessing the potential impact of AI on its work force and customers and why ‘Doing the Right Thing’ is just as important as getting it done for the company.