Ethical questions on AI keep making the headlines. Switzerland has launched in September a new global initiative (Swiss Digital Initiative) to become a host for ethical competences on AI. But what does that mean exactly ? This 45-minutes talk will provide you with an overview of relevant ethical questions, thereby distinguishing between data ethics and AI ethics. It will exemplify the ethical questions by referring to concrete situations of startups. The talk will provide insights into the broader context of the "geopolitics" of AI and ethics and explain its Swiss "momentum".