The continuous interaction between intelligent devices, sensors and people points to the increasing number of data being produced, stored and processed, changing, in various aspects and increasingly, our daily life. This increasing connectivity and symbiotic interaction among humans and intelligent machines brings significant challenges for the rule of law and contemporary ethics. Do machines have morality? What legal liability regime should we adopt for damages arising from increasingly advanced artificial intelligence? Which ethical guideline should we adopt to orient its advancement? In this paper we will discuss the main normative and ethical challenges imposed by the advancement of artificial intelligence.