When artificial intelligence permeates our daily life, the question rises whether everything that is technically possible is morally allowed. In discussions about this question we face an intriguing problem, that adheres to digitalization. Ethics is about the subtlety of norms and values. Normally these are highly contextual. But due to digitization information transgresses traditional borders. It puts classic distinctions like public-private, personal-professional under pressure. As digitization undermines familiar contexts and embedded norms and values, we have to explore new ethical guidelines. In this paper I will discuss how nevertheless a contextual approach still can be valuable.