In this talk, Olya Kudina will discuss ethics in AI projects not as a single point of assessment but as a continuous accompaniment, likely already present in the implicit daily reflections of the practitioners. She will suggest how to approach this broad perspective on ethics practically: by looking deep enough (e.g. following the technological mediation lens) and broad enough (e.g. the sociotechnical systems lens). Through multiple examples, Olya will show how ethical opportunities and issues arise at the intersection of technological, social, and cultural/institutional components, which makes it essential to not only look at the ethical guidelines and norms but also consider AI projects in their complex sociotechnical systems nature. Jointly, this provides multiple opportunities for engaging with AI systems, in an aspiration to design and use them responsibly.