Using big data in organizations has the potential to improve innovation, accuracy, and efficiency. Big data is also connected with risks for both the organization and society at large. It is therefore vital to improve our understanding of the potential consequences of implementing and using big data. The researchers studied the Swedish Transport Administration to understand their attitude towards implementing big data to predict, for example, the need for road maintenance. The analysis identified four moral dilemmas that the organization deals with in connection to big data. The researchers discuss these dilemmas from the perspective of practical wisdom. Practical wisdom is manifested in context-dependent actions connected to open-mindedness, reflection and judgment. It can be summed up as “the reasonable thing to do” in a unique situation where “not-knowing” is a helpful resource when making wise decisions. This paper seeks to shed light on the importance of practical wisdom when implementing big data. Copyright © 2022, IGI Global.