Digital innovation is rapidly reshaping society, affecting fundamental aspects of our everyday activities and lives. This development is accompanied with benefits as well as social dilemmas. In this paper we approach this class of challenges in IS digital innovation research. We investigate how social challenges are attended in research agendas, and reflect upon social challenges emerging from a digital service innovation project. Based on the empirical case, we present a scenario that illustrates how social challenges can unfold in digital service innovation. The case exemplifies three conflicts of interest that are used to discuss implications for the research agendas for digital innovation. We propose that explicit attention is paid to social and ethical challenges, taking a large scale and interdisciplinary approach on social and ethical challenges in digital ecosystems.