‘AI ethics’ has become a highly debated topic. Yet, looking closely, it appears that despite the quantity of discussions on the subject, their quality remains poor. The narrative surrounding ‘AI ethics’ (we prefer ethics applied to AI - EA2AI) is henceforth repeated without questioning its relevance and its applicability across diverse cultural contexts. This lack of critical thinking has inevitably opened the door to norms entrepreneurs, mostly from the Global North, are shaping to promote and protect their own interests, introducing a cultural bias in the debate. This lecture aims to offer some critical insights to dive deeper into the intricacies of EA2AI and to stress the need for both awareness towards the ‘AI ethics’ narrative and serious consideration for cultural perspectives.