The aim of this paper is to contribute to the debate on ethics in AI focusing particularly on the social and ethical issues which emerge during human-conversational agent interaction. Those issues will be approached adopting both the perspective of the user and the one of the machine. In fact, it is often stressed the need to include the ethical component within system's design, which it is certainly necessary as will be discussed in the article. Nevertheless, conversational agents are tools, although they are capable of having a strong impact on the society; thus, the moral use of these social tools must be demanded to users as well. For this reason, it will be proposed a new set of ethical guidelines, called Mirror Ethics, based on the alignment of both parties involved in the conversation to a shared moral baseline. The adoption of these shared values will lead to the creation of a new ethical equilibrium between users and conversational agents, producing a social beneficial impact and increasing the level of trust within the human-machine interaction.
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