AI4People's second year of activities has focused on applying - concretely, in real world scenarios and through appropriate governance - those ethical principles of AI announced by AI4People in 2018. The 2019 White Paper gives shape to - whilst establishing priorities and critical issues - 14 Priority Actions, a Model of S.M.A.R.T. Governance and a Regulatory Toolbox, to which governments and businesses alike can refer to - immediately and efficiently. To conceive the aforementioned, we examine current initiatives and debates on the governance of AI, and consequently provide: - A definition of the notion of governance and the principles that are at stake in this context - 14 Priority Actions that can be undertaken immediately, existing within three new groups of priority: (i) forms of engagement; (ii) no-regrets actions; and (iii) coordination mechanisms for the governance of AI - A S.M.A.R.T. Model of Governance, for both governments and businesses, adequate for tackling the normative challenges of AI, while being Scalable, Modular, Adaptable, Reflexive, and Technologically-savvy. We call for specific forms of governance that are neither bottom-up, nor top-down, but that are inbetween, and argue that neither co-regulatory models of AI governance - nor forms of self-regulation, nor its variants, such as 'monitored self-regulation' - are adequate - A Regulatory Toolbox, illustrating how the model of S.M.A.R.T. governance works.