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The purpose of the article is to analyze the problem of ethical regulation of artificial intelligence technologies in a modern complex socio-cultural environment and active digital transformation of society. In the world today, the practice of private ethical initiatives is very common, associated with the joining of efforts of a number of companies to develop the use of artificial intelligence technologies and consolidate the basic principles of working with such technologies. The research used such scientific methods as dialectical, logical, historical, predictive, systems analysis, content analysis, as well as private scientific methods, such as comparative legal and the method of legal modeling. The study results in proposals for introducing ethical regulators into the general mechanism for regulating digital technologies, obtained on the basis of an analysis of the main directions and approaches to ethical regulation, as well as identifying key problems of ethical regulation in the field of artificial intelligence that have to be solved by society and the state. The authors support the position of researchers and governments of a number of states that normative regulation should take precedence over ethical, the tasks of any state should be to provide normative support for the use of artificial intelligence technologies and protect the rights of citizens. The novelty of the work lies in the conclusion that at the level of the Government of the Russian Federation today it is advisable to develop Model Rules for the use of artificial intelligence technologies in government and local authorities, as well as in their subordinate organizations. The rules can enshrine ethical principles and norms based on the provisions of acts of international organizations and recommendations of the professional expert community. The rules can also reflect recommendations for their use by non-state legal entities, individual citizens. It is concluded that such an approach would eliminate the possibility of numerous ethical codes and regulations from both the public and commercial sectors and would not be redundant.