Organizations are doubling down on AI as the supreme market differentiator. The success of this strategy depends upon a familiar equation: designing products and services that answer the needs of our customers. However, there is a critical and mounting responsibility for designers and product managers in the creation of these products. The algorithms we launch today are agentizing customer experiences far into the future. In order for organizations to produce equitable and robust products, to meet our customers where they are (now and in the future), we have a responsibility to champion for ethically sound AI, to facilitate processes that evolve our understanding of the technology across many horizons, and to envision integrative solutions that utilize AI to the fullest, and best of its capabilities. This talk will explore our roles as practitioners in facilitating ethics conversations with stakeholders across the organization – and be prescriptive for how to engender this responsibility in the minds and decisions of your most senior executives.