  There appears to be a common agreement that ethical concerns are of high
importance when it comes to systems equipped with some sort of Artificial
Intelligence (AI). Demands for ethical AI are declared from all directions. As
a response, in recent years, public bodies, governments, and universities have
rushed in to provide a set of principles to be considered when AI based systems
are designed and used. We have learned, however, that high-level principles do
not turn easily into actionable advice for practitioners. Hence, also companies
are publishing their own ethical guidelines to guide their AI development. This
paper argues that AI software is still software and needs to be approached from
the software development perspective. The software engineering paradigm has
introduced maturity model thinking, which provides a roadmap for companies to
improve their performance from the selected viewpoints known as the key
capabilities. We want to voice out a call for action for the development of a
maturity model for AI software. We wish to discuss whether the focus should be
on AI ethics or, more broadly, the quality of an AI system, called a maturity
model for the development of AI systems.
