“AI Ethics”, “Digital Ethics” or “Corporate Digital Responsibility”—ethics in business, especially with the rise of Artificial Intelligence (AI), is now in vogue. But how, if at all, can ethicists meaningfully contribute to practical business challenges? I examine the value that resources from moral philosophy can bring to ethical issues in business, particularly the technology sector. I show that there is a specific need for sharpened ethical acumen in so-called “grey areas”, in which laws and regulation do not provide definite answers to the ethical challenges businesses face. I argue that ethicists can distinctively help businesses navigate grey areas by strengthening their ethical capabilities and functions, which concern an organization’s ethical awareness, deliberation, decision-making, and commitment. I conclude by discussing some practical examples of how ethicists can strengthen these capabilities.