Cutting-edge algorithms and new research will continue to drive the advancement of machine learning. However, there’s a more straightforward way of resolving many challenges in machine learning today, especially when it comes to ethics and better alignment with human values. And it is not surprisingly, not focused on the technology, but rather on the people using it. For advanced AI and machine learning systems already in production, the focus is on delivering the intended value of the system, which is no longer a question of leveling up the technology or mathematical techniques behind it. Value-oriented approaches can be supported holistically by both the human expertise involved in creating AI and by the technology itself.