The field of ethics involves systematizing, defending, and recommending concepts of right and wrong behaviour [Fieser, The Internet Encyclopedia of Philosophy].
Ethical Dilemmas are scenarios where there is no obviously good choice:

Why should you study ethics…
Values are a building block of ethical AI, and when we think of values, we think of what is important for us in life.
Schwartz (2012) identifies six features of all values:

A preference means a more positive attitude (leaning) toward one alternative over another (or other) alternative(s). They can be over values, interests, or other arbitrary choices.
Preferences over values vs. preferences over interests:
Value-Sensitive Design (VSD) methods are not standalone but are Intended to be integrated with other methods and processes for technical design and development