Abstract
The central idea of this paper is that in bioethics there are two types of discourses or approaches, one procedural and the other one substantive or content approach. The first one seems to be predominant because it responds better to the demand in contemporary times by offering procedures, rules, and guidelines to help healthcare professionals to find solutions to ethical issues, rather than the second one, which is focused on the trait of characters, attitudes, and the moral content. Since the digital era started, data as moral content and systems have become the most valuable resource. This has been manifested in multiple areas such as social network, business, and politics, among others. In medicine, the potential impact of novel technologies based on data like artificial intelligence and machine learning, among others, may bring preventive, diagnostic, and therapeutic benefits for patients as well as result in potential issues, and the majority are still unknown. In order to guarantee respect to the new moral content, and compliance with bioethics principles within procedures and systems in the digital era a third approach is required: bioethics by-design.