The discourse on the ethics of artificial intelligence (AI) has generated a plethora of different conventions, principles and guidelines outlining an ethical perspective on the use and research of AI. However, when it comes to breaking down general implications to specific use cases, existent frameworks have been remaining vague. The following paper aims to fill this gap by examining the ethical implications of the use of information analytical systems through a management approach for filtering the content in social media and preventing information thrusts with negative consequences for human beings and public administration. The ethical dimensions of AI technologies are revealed through deduction of general challenges of digital governance to applied level management technics.