This chapter offers a critical entry point into the normative dimensions of AI development by examining a specific manifestation of contemporary AI ethics: the proliferation of ethical guidelines. While the question “What should I do?” is timeless, the rapid technological evolution of recent decades has amplified the urgency of addressing the moral consequences of our creations. Today, as artificial intelligence becomes increasingly embedded in our social, political, and personal spheres, the dissonance between technological progress and ethical clarity remains stark. Rather than attempting an exhaustive overview of AI ethics, this chapter narrows its scope to analyze the field’s dominant response: drafting and disseminating AI guidelines. Through the lens of the Worldwide AI Ethics (WAIE) meta-analysis, we explore the normative content of these documents, identifying common themes, patterns, and contradictions. While these guidelines represent a well-intentioned attempt to steer technological development toward human values, they often fall short of philosophical coherence or practical impact. The chapter outlines future challenges and opportunities for AI ethics, emphasizing the need for a more grounded, critical, and actionable normative framework.