The paper deals with the difference between who and what we are in order to take an ethical perspective on algorithms and their regulation. The present casting of ourselves as homo digitalis implies the possibility of projecting who we are as social beings sharing a world, into the digital medium, thereby engendering what can be called digital whoness, or a digital reification of ourselves. A main ethical challenge for the evolving digital age consists in unveiling this ethical difference, particularly when dealing with algorithms and their regulation in the context of human relationships. The paper addresses by way of example some issues raised by autonomous cars.
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