A promising paradigm in the discourse on Technology Ethics and the Ethics of Artificial Intelligence has manifested in scholarly literature and practical application, entitled “Ethics by Design for A.I.”. The significance of this approach lies in its divergence from conventional assessments focused on the utilization or subsequent societal impact of technological artifacts. Instead, it directs attention to the technological design processes of digital artifacts. While the advocates of this theory acknowledge certain limitations of their theory, the complexity of the framework (...) requires a nuanced examination of additional philosophical, political and economic challenges that remain unresolved. This paper endeavors to clarify the crucial dimensions and conceptual foundations of Ethics by Design for A.I., while furthermore, it provides a comprehensive exploration of contemporary challenges encountered by this paradigm. The principal aim is to delineate the risks and challenges inherent in this approach and to evaluate whether it can resolve the challenges posed or an exceedance is required, one that will lead to forming a different kind of Ethics by Design for A.I. founded on a whole new set of presuppositions and socio-political insights. (shrink)