In the past, ethical evaluations were often an afterthought in the development of new technology. The technology would be built, launched, and only later would people ask: Is this technology safe? Is it fair? Does it cause harm? But Ethics by Design changes that approach. It integrates ethical considerations from the very beginning, making ethics part of the design process itself. This means that ethicists, developers, and engineers work together to build systems that reflect ethical values, ensuring technologies are fair, safe, and inclusive before they reach the market. For example, when developing an algorithm, Ethics by Design prompts crucial questions at every stage. It begins with the very purpose of the technology: Why are we building this? In the case of autonomous vehicles, it is not just about efficiency or convenience—it is also about improving safety, making mobility accessible for people with disabilities, and enhancing sustainability. This early ethical reflection shapes the development goals and ensures a broader societal benefit. Next, during data collection, Ethics by Design asks: Is the data diverse and representative of the people affected by the technology? This prevents biased outcomes, such as medical algorithms that work better on lighter skin tones or AI systems that unfairly reject job applicants based on gender. By addressing biases in the training data, Ethics by Design ensures that the technology is equitable. The framework then tackles other critical questions, such as ensuring transparency and explainability. For instance, if an AI denies a loan application, the affected person should have the right to an explanation, as strengthened in the recent EU AI Act. But beyond transparency, Ethics by Design also emphasises the importance of human oversight and responsibility, ensuring that people remain in control of AI systems and can be held accountable if something goes wrong—such as when an autonomous car causes an accident or when an algorithm discriminates unfairly against a job applicant. Without this oversight, we risk creating responsibility gaps where responsibility becomes impossible to assign, especially in cases involving complex AI systems. This proactive, comprehensive integration of ethics into every phase of technology development ensures that new innovations are not only technically advanced but also socially responsible and just.  For example, when developing an algorithm, ethics by design asks such questions and thereby shapes technology.