Without a goal every path is wrong. In our fast-paced, exponential times, with AI on the rise, we need a reliable compass to home in on our target and stay on track to get there. Today, we lack a normative narrative of where we as a species want to end up in this technological turning point in our history. Current discussions seem to be rather concerned with descriptive speculations of what is possible or impossible, not with what is a desirable purpose. We require substantial conversations about the why for AI, in contrast to the many arguments around the what and how. Philosophy, and ethics in particular, constitute a valuable reference system to steer through such debates. The selected frameworks in this chapter are deontology, consequentialism, individualistic and systemic morality, social contract theory and discourse ethics. They do not provide specific answers to how our future AI should look like but help establish communicative rationality to come closer to an ideal communication community and leverage our collective intelligence. Together, this will pay into our capacity to come up with a meaningful story of AI for humanity and thus increase the likelihood to make it come true.