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Despite the immense societal importance of ethically designing artificialintelligence (AI), little research on the public perceptions of ethical AIprinciples exists. This becomes even more striking when considering thatethical AI development has the aim to be human-centric and of benefit for thewhole society. In this study, we investigate how ethical principles(explainability, fairness, security, accountability, accuracy, privacy, machineautonomy) are weighted in comparison to each other. This is especiallyimportant, since simultaneously considering ethical principles is not onlycostly, but sometimes even impossible, as developers must make specifictrade-off decisions. In this paper, we give first answers on the relativeimportance of ethical principles given a specific use case - the use of AI intax fraud detection. The results of a large conjoint survey (n=1099) suggestthat, by and large, German respondents found the ethical principles equallyimportant. However, subsequent cluster analysis shows that different preferencemodels for ethically designed systems exist among the German population. Theseclusters substantially differ not only in the preferred attributes, but also inthe importance level of the attributes themselves. We further describe howthese groups are constituted in terms of sociodemographics as well as opinionson AI. Societal implications as well as design challenges are discussed.

AI-Ethics by Design. Evaluating Public Perception on the Importance of Ethical Design Principles of AI