Phishing for Phools 4.0

The modern world is marked by changes 4.0. The terms as Revolution 4.0, Industry 4.0, Work 4.0, Education 4.0, and so on, surround us. These are associated with the current phase of digitization and robotization in anticipation of the further groundbreaking technological revolution. Radical changes await not only labour markets, individual economies, and entire societies. Society 4.0 or even 5.0 are presented. The authors of the paper evoke several fundamental questions raised by the emergence of new technologies at the moral level. Whether it is rational to behave ethically in conditions of digital society 4.0? How new modern technology influences human values, and how does one change himself? What role does responsibility play in introducing modern technologies? Is there Ethics 4.0 or Machine Ethics as part of artificial intelligence? Over the past two decades, ethics has become a fashionable word, just like corporate social responsibility (CSR). Are they just the popular fashion themes for education and business or have a legitimate mission here? Are marketing practices of manipulation and deception compatible with ethics? The contribution draws on available sources and realities within the Czech Republic and the EU and critically evaluates technology i4.0 contradictory impacts on society