Abstract
In this paper we discuss approaches to evaluating and validating the ethical claims of a Conversational AI system. We outline considerations around both a top-down regulatory approach and bottom-up processes. We describe the ethical basis for each approach and propose a hybrid which we demonstrate by taking the case of a customer service chatbot as an example. We speculate on the kinds of top-down and bottom-up processes that would need to exist for a hybrid framework to successfully function as both an enabler as well as a shepherd among multiple use-cases and multiple competing AI solutions.