Abstract
As artificial agents are becoming more complex (autonomous, proactive, etc.) and common in our everyday life, the need for an ethical design of such agents is becoming more compelling, especially if the focus is on persuasiveness Stock et al., to appear Examples of agents of this kind are already in sight: systems for preventive medicine, edutainment, dynamic advertisement, social action. In this paper a set of principled guidelines for design and implementation of ethical persuasive agents and systems is proposed, along with some challenges, in particular concerning meta-planning models of ethical reasoning.
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