The digital transformation creates significant opportunities and risks for humanitarian action. Current approaches to humanitarian innovation-related issues are too often driven by considerations of competition and relevance, relegating the fundamental humanitarian principles of humanity, impartiality, neutrality and independence to afterthoughts. By reasserting the place and role of these principles in humanitarian decision-making processes, this article argues that it is possible to better understand the political and ethical dimensions of the digital transformation, reverse counterproductive practices, and ultimately better mitigate the negative impact that technologies can have on the safety and dignity of people affected by humanitarian crises, and on principled humanitarian action.