VISION: To live in a world where technology (and IA) respects everybody’s values and norms vs. a world in which ethics are imposed by those who have the most resources to create AI products and services. Diversity and particularisms are to be respected as stated in the UNESCO declaration in 2001, the Universal declaration of human rights, and the UN Charter. Wider debate through listening and respect for diversity. MISSION: Shift from universalist perspective to culture grounded ethics. Revitalize the debate on AI ethics. Explore new paths. Escape from cosm-ethics and its moral crusade. Offer recommendations for better governance. Find out how universal abstractions map differently in the real world and applications.