Advanced technologies, such as artificial intelligence (AI) and robotics, are increasingly common, but often come with significant tradeoffs and effects which may elude initial observations. Among these, the term “soft impacts” has come to signify the qualitative implications of a technological device or intervention. How can these sorts of effects be addressed, and what role do they have in the development phases of emerging technologies? In this paper, we outline our interdisciplinary Responsible Robotics project, which harnesses and builds upon an embedded ethics framework. We describe the embedded ethics approach, summarize some of its challenges, and highlight a key benefit. In short, by addressing the so-called “soft impacts” of technology, embedded ethics may stand to benefit not only the users of emerging systems, but also the developers. Although confirming this with a great degree of confidence will call for substantive longitudinal studies, we believe the aims and current roll-out of the embedded ethics approach provide grounds for optimism concerning the intended benefits described here. Accordingly, the mere prospect of increasing social and ethical sensitivity in development settings can serve to encourage a wider adoption of embedded ethics programs worldwide.