Philosophy is called upon to give meaning to new dimensions of the socio-cultural space, which require not only a rational and pragmatic analysis of functional parameters, but also an ideological and mental assessment. The purpose of the article is to analyse the transformation of the value and ethical standards for the use of artificial intelligence, given the change in its positioning in the system of social activity. A comparative and generalized analysis of 50 scientific papers has made it possible to identify the value factors that serve as guidelines in the process of forming the ethical foundations of artificial intelligence. The synergistic approach determines the prospects for transforming the philosophical and ethical support of the moral aspect of artificial intelligence. The results of the study point to the stabilisation of the status of artificial intelligence and the first attempts to unify the requirements for the ethics of its use in the socio-cultural space. The contradictions that arise in the context of actualisation of human dimension in the process of using artificial intelligence and its direct impact on humans are actualised. The statement of the reorientation of elements from the traditionally human potential (morality, responsibility, initiative, heuristics) to the cluster of artificial intelligence activity generates a natural reaction of man and society in the context of the need to regulate (following the example of the regulatory and legal paradigm of social relations) the activities of this technology. Thus, artificial intelligence is gradually integrating into all spheres of social activity and acquiring a new status that involves active use of the advantages of technological, digital and information potential, which, in turn, requires new ethical standards to regulate the activity of these technologies.