"AI" "ethics" is an attempt to avoid having concrete and mature discussions about "AI" and to instead go chasing hypotheticals and to approach the subject as if it is an abstract thing.
In essence, the so-called "AI" "ethicist" has no competence in technology, has no knowledge of users, knows nothing of products, asks philosophical questions in a void, and comes back with utter garbage.
Also, from what I've seen, "AI ethics" is mostly just a way for someone to dress up their views on the technology in a manner which they think appears more objective.