This white paper discusses the ethical considerations surrounding the development and use of artificial intelligence (AI) technologies. It outlines the necessity for creators and users of complex AI solutions to mitigate ethical risks while harnessing AI's potential to address significant challenges. The paper emphasizes the importance of trust in AI, which has become increasingly relevant following rapid advancements in the field. It presents three core technology design principles that Nuix advocates for ethical AI: Explainability, Accessibility, and Specificity. These principles aim to ensure that AI systems are transparent, user-friendly, and capable of delivering precise results. The document also addresses the current landscape of AI regulation, highlighting the European Union's efforts to establish comprehensive laws governing AI development. The paper concludes by stressing the need for responsible and ethical approaches to AI to foster trust and ensure beneficial outcomes for society.