Digitalisation is rapidly transforming our societies, transforming the dynamics of our interactions, transforming the culture of our debates. One of the major threats associated with digitalisation – which manifests itself in online misbehaviour such as hate speech, fake news, echo chambers, cyber tribalism, filter bubbles and so on - is a violation of the basic condition for trusting and being trustworthy. Thus, when we calibrate our focus on this critical requirement for constructive, reasonable and responsible interactions, then ethos, that is ethotic (mis)behaviour, becomes central for the study of rhetoric. If we are furthermore keen on the constitutive feature of interactions in the digital society, that is upscaled network of communication, then the new approach to the study of rhetoric: its subject-matter and methodology, with a core focus on ethos has to be taken. We claim that the optimal way of developing such an approach should address the key problem that tackles the overlap between ethos and technology: how to study ethos computationally in order to accurately recognise its focal role in the whole ecosystem of rhetorical devices as contemporaneously employed in the digitised discourse? To answer this question, we present a new research program, called The New Ethos, which employs AI-based technology to investigate rhetoric at scale, that is, distributed and digitised communication networks in which volume of information and velocity of message proliferation take on a hitherto unknown scale. In this paper, we present Rhetoric Analytics, a suit of computational tools that calculate and visualise statistical patterns, trends and tendencies in rhetorical use of language. This allows us to explore, for example, how social media users react to rhetorical strategies of Donald Trump and Hilary Clinton in the presidential elections or how people argue about COVID-19 vaccines on Reddit. This opens the path to comprehend the present and the future of human communication and human condition. By unifying philosophy, linguistics and Artificial Intelligence, this goal becomes closer than ever before.