Ethical A.I. is top of mind for many organizations today. Its implications are large, and its importance is paramount, particularly in the Fourth Industrial Revolution that we find ourselves in. However, like with any major technological wave, it can be hard to know where to start and how to build an ethical A.I. practice from the ground-up. In this report, Altimeter analyst, Susan Etlinger, delves into the key components of an ethical A.I. practice and gives practical applications of how to do this work in a complete and scalable way.