This report ( Free PDF briefing here) and Podcast discusses the vital importance of ethical considerations in Artificial Intelligence (AI) design. It defines ethical AI as systems aligning with human values, rights, and societal well-being, arguing for proactive ethical frameworks over reactive regulation. The text explores philosophical foundations, including utilitarian, deontological, virtue, and care ethics, paying particular attention to Anscombe's philosophy of intention and its relevance to AI accountability. The report also provides a critical thinking framework for ethical AI, proposes seven core principles for its design, and offers both exemplary and problematic deployment examples to illustrate these concepts. Finally, it outlines implementation strategies and future challenges, emphasising the need for ongoing vigilance and human-centred values in the evolving AI landscape.The aim is to stimulate , in some small way, further views and thinking to improve the quality of thinking going forward and views and comments will be of great value.