Artificial Intelligence (AI) is often seen as a highly relevant topic for tech innovation. But how can we design AI solutions that are ethical, unbiased, and solve an actual customer problem? This is what made Ioannis Zempekakis, Head of Global Data Science & AI services at OLX Group, and Serena Westra, a Business Designer at IKEA (formerly working at Koos Service Design) join forces. Based on their experiences designing, developing, and managing AI, they have summarised their key insights in a 45 page whitepaper.