In Ethics, Governance, and Policies in Artificial Intelligence. Cham: Springer Verlag. pp. 19-39. 2021This article reports the findings of AI4People, a year-long initiative designed to lay the foundations for a “Good AI Society”. We introduce the core opportunities and risks of AI for society; present a synthesis of five ethical principles that should undergird its development and adoption; and offer 20 concrete recommendations – to assess, to develop, to incentivise, and to support good AI – wh