Both of these are intertwined, if not outright
the same thing. A place that has no corporate understanding of ethics, no staff to take care about that, or even fires that staff (like Twitter did [1]), cannot build any ethical system. No matter if it's chatbots that shouldn't scoop up abuse by 4chan [2], reproduce long-debunked racially charged myths [3], or even something as simple and innocent-seeming as a soap dispenser that had never even been tested by Black people [4].
Many people think like this is "wokeness" and at best a waste of money, and yet time and time again there are incidents that show in sometimes very horrible ways just how bad biases and a lack of diversity and oversight at all stages - planning, development and post-launch support - can end.
IMHO, ethics oversight and threat modelling based on ethics should be seen, similar to pentesting and QA in AI, software (and, as the example shows, also hardware) development, as an absolute requirement to do - because if you don't do it, 4chan will, and tear your public image apart in the process.
[1] https://www.cnbc.com/2023/05/26/tech-companies-are-laying-of...
[2] https://www.theverge.com/2016/3/24/11297050/tay-microsoft-ch...
[3] https://fortune.com/well/2023/10/20/chatgpt-google-bard-ai-c...
[4] https://www.standard.co.uk/news/world/automatic-soap-dispens...