The emergence of big data combined with the technical developments in Artificial Intelligence has enabled novel opportunities for autonomous and continuous decision support. While initial work has begun to explore how human morality can inform the decision making of future Artificial Intelligence applications, these approaches typically consider human morals as static and immutable. In this work, we present an initial exploration of the effect of context on human morality from a Utilitarian perspective. Through an online narrative transportation study, in which participants are primed with either a positive story, a negative story or a control condition (N = 82), we collect participants’ perceptions on technology that has to deal with moral judgment in changing contexts. Based on an in-depth qualitative analysis of participant responses, we contrast participant perceptions to related work on Fairness, Accountability and Transparency. Our work highlights the importance of contextual morality for Artificial Intelligence and identifies opportunities for future work through FACT-based (Fairness, Accountability, Context and Transparency) perspective.