The approach to ethics in AI varies among different companies and organizations in the field. While it's challenging to generalize the practices of all players in AI, it's worth noting that many leading AI companies are increasingly recognizing the importance of ethical considerations and incorporating them into their work. Here are a few examples:

Google (Alphabet): Google has publicly expressed its commitment to ethical AI development. It established the "AI Principles" to guide its research and development efforts, emphasizing the importance of accountability, fairness, transparency, and avoiding harmful uses of AI. Google also formed an external advisory board, the Advanced Technology External Advisory Council, to provide guidance on AI-related challenges, but later disbanded it due to controversy.

Microsoft: Microsoft has been actively involved in promoting ethical AI practices. It has outlined a set of principles, including fairness, reliability, privacy, inclusivity, transparency, and accountability, in its AI-related initiatives. Microsoft has also established an internal AI and Ethics in Engineering and Research (AETHER) Committee to ensure ethical considerations are embedded into its AI products and services.

IBM: IBM has developed the "Principles for Trust and Transparency" to guide its AI development and deployment. These principles prioritize fairness, explainability, robustness, and accountability. IBM has been actively involved in advancing AI ethics research, collaborating with academia and organizations to promote responsible AI practices.

OpenAI: OpenAI has focused on developing artificial general intelligence (AGI) that is safe and beneficial for humanity. It has published a Charter outlining its mission and commitments, which include ensuring the broad distribution of benefits, long-term safety, technical leadership, and cooperative orientation. OpenAI acknowledges the importance of actively cooperating with other research and policy institutions to address ethical concerns.

Facebook: Facebook has established its own AI Ethics team to address ethical challenges and responsible AI practices. The company has emphasized the need to prevent bias, promote transparency, and ensure user privacy in AI systems. Facebook has also invested in AI fairness research and initiatives to address algorithmic biases and discriminatory outcomes.

While these companies have made public commitments to ethics in AI, the actual implementation and effectiveness of their ethical practices may vary. Ethical considerations can be complex and require ongoing efforts to align principles with real-world applications. It's important for stakeholders, including researchers, policymakers, and the public, to critically engage with and hold AI companies accountable for their ethical commitments.

It's worth noting that the landscape of AI ethics is evolving, and the industry as a whole continues to grapple with ethical challenges and strive for responsible AI development. 

It is also worth noting that their real motives and strategies might not at all be aligned with what they state publicly. Furthermore, it is a game of politics after all, and we have to be careful about how a company wants to be perceived considering we don't really know about their ulterior motives.
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