Already, many companies suffered real damage when their algorithms led to discriminatory, privacy-invading, and even deadly outcomes. In this environment, AI ethics isn't merely an academic curiosity. It's a business necessity. In "Ethical Machines," Reid Blackman gives organizations what they need to understand AI ethics as a risk management challenge. In chapter 4, Blackman tackles the remaining challenge in the three big challenges of AI ethics: privacy. Privacy is best understood as the extent to which people have knowledge and control over their data without undue pressure. He also makes a point of differentiating privacy from anonymity, ultimately to give guidance on ethics surrounding privacy.