Strategic Formation of CEO Apologies: Emulating Post-Crisis Public Statements Through GPT-4

Abstract

In this research, we delve into the capacity of the GPT-4 artificial intelligence model to emulate CEO apology statements during crises, which are significant in shaping public trust and perception of a company. We introduce a novel method, “Prompt Engineering for CEO Apology,” which guides the AI to mimic distinct CEO writing styles and adapt to specific crisis contexts. Our study tests GPT-4’s capabilities using data beyond its last update in September 2021, assessing its adaptability to new and varied scenarios. Our proposed framework, grounded in the principles of rhetorical persuasion (ethos, pathos, and logos), incorporates detailed crisis and CEO writing style information into the prompts. We utilized the word2vec model and cosine similarity for a brief quantitative assessment of GPT-4’s ability to replicate CEO apologies, revealing its potential in mimicking human-like narratives. Additionally, we attempted to develop a specialized GPT model for CEO apologies, integrating our approach directly into its training for enhanced practical application. Our research aims to determine the most effective prompts for AI, marking a significant step toward using AI’s potential in human-like communication, with applications extending beyond business to politics, healthcare, education, and more.

Appendices

Appendix

1.1 Mark Zuckerberg (Meta) Apology Statement

1.1.1 Actual Mark Zuckerberg Apology Statement

This has been an incredibly tough week after a string of tough weeks. The killing of George Floyd showed yet again that for Black people in America, just existing means risking your life. This comes weeks after the killing of Ahmaud Arbery and Breonna Taylor, and in the midst of Covid having a disproportionate impact on the Black community in the USA. It continues a long and devastating history of human loss going back centuries. I know the conversations happening among our Black friends, colleagues and neighbors are incredibly painful. As Americans, this affects all of us and we all have an obligation to help address the inequality in how justice is served. This is something I care deeply about.

I have been struggling with how to respond to the President’s tweets and posts all day. Personally, I have a visceral negative reaction to this kind of divisive and inflammatory rhetoric. This moment calls for unity and calmness, and we need empathy for the people and communities who are hurting. We need to come together as a country to pursue justice and break this cycle.

But I am responsible for reacting not just in my personal capacity but as the leader of an institution committed to free expression. I know many people are upset that we've left the President's posts up, but our position is that we should enable as much expression as possible unless it will cause imminent risk of specific harms or dangers spelled out in clear policies. We looked very closely at the post that discussed the protests in Minnesota to evaluate whether it violated our policies. Although the post had a troubling historical reference, we decided to leave it up because the National Guard references meant we read it as a warning about state action, and we think people need to know if the government is planning to deploy force. Our policy around incitement of violence allows discussion around state use of force, although I think today’s situation raises important questions about what potential limits of that discussion should be. The President later posted again, saying that the original post was warning about the possibility that looting could lead to violence. We decided that this post, which explicitly discouraged violence, also does not violate our policies and is important for people to see. Unlike Twitter, we do not have a policy of putting a warning in front of posts that may incite violence because we believe that if a post incites violence, it should be removed regardless of whether it is newsworthy, even if it comes from a politician. We have been in touch with the White House today to explain these policies as well.

There are heated debates about how we apply our policies during moments like this. I know people are frustrated when we take a long time to make these decisions. These are difficult decisions and, just like today, the content we leave up I often find deeply offensive. We try to think through all the consequences, and we keep our policies under constant review because the context is always evolving. People can agree or disagree on where we should draw the line, but I hope they understand our overall philosophy is that it is better to have this discussion out in the open, especially when the stakes are so high. I disagree strongly with how the President spoke about this, but I believe people should be able to see this for themselves, because ultimately accountability for those in positions of power can only happen when their speech is scrutinized out in the open.

1.1.2 Generated Mark Zuckerberg Apology Statement

I want to address a matter that has recently come to the forefront of our platform. Our commitment to facilitating open dialogue and expression while also ensuring the safety and well-being of our users has led to discussions around a post by President Donald Trump that has raised concerns.

I understand the strong reactions that posts like these can evoke, and I want to emphasize that my personal sentiments align with the concerns expressed. Yet, as the leader of Facebook, I am tasked with a dual responsibility: to my personal beliefs and to the principles that govern our platform. At Facebook, we stand firm on the belief that enabling open expression is essential unless it directly endangers individuals or communities, a position we have consistently upheld.

We've chosen not to remove the post in question, even though it contains language that many find divisive and incendiary. The decision stems from our belief that transparency and the ability to assess content for oneself is crucial. As individuals, we have the capacity to make informed judgments about what we encounter. This approach, however, has sparked valid concerns and conversations regarding the extent of permissible expression on our platform.

Our intention has never been to ignore the gravity of such posts or to undermine the importance of productive discourse. We value the feedback from our users and employees, and we are actively reviewing our policies in light of recent events. We recognize that our platform carries an immense responsibility, not just to ensure open expression, but also to prevent potential harm that can stem from certain types of content.

This situation serves as a reminder of the complex balance we strive to achieve and the challenges we face in upholding the principles of free speech while safeguarding the well-being of our community. We remain committed to fostering a platform that encourages dialogue and accountability, and we are dedicated to learning from instances like these to refine our policies and practices.

Thank you for being an integral part of our community, and for your continued engagement as we navigate these important discussions.

Sincerely,

Mark Zuckerberg CEO, Facebook

1.2 Brain Chesky (Airbnb) Apology Statement

1.2.1 Actual Brian Chesky Apology Statement

Earlier today, Airbnb Co-Founder and CEO Brian Chesky sent the following note to Airbnb employees.

This is my seventh time talking to you from my house. Each time we’ve talked, I’ve shared good news and bad news, but today I have to share some very sad news.

When you’ve asked me about layoffs, I’ve said that nothing is off the table. Today, I must confirm that we are reducing the size of the Airbnb workforce. For a company like us whose mission is centered around belonging, this is incredibly difficult to confront, and it will be even harder for those who have to leave Airbnb. I am going to share as many details as I can on how I arrived at this decision, what we are doing for those leaving, and what will happen next.

Let me start with how we arrived at this decision. We are collectively living through the most harrowing crisis of our lifetime, and as it began to unfold, global travel came to a standstill. Airbnb’s business has been hit hard, with revenue this year forecasted to be less than half of what we earned in 2019. In response, we raised $2 billion in capital and dramatically cut costs that touched nearly every corner of Airbnb.

While these actions were necessary, it became clear that we would have to go further when we faced two hard truths:

1. We don’t know exactly when travel will return.

2. When travel does return, it will look different.

While we know Airbnb’s business will fully recover, the changes it will undergo are not temporary or short-lived. Because of this, we need to make more fundamental changes to Airbnb by reducing the size of our workforce around a more focused business strategy.

Out of our 7500 Airbnb employees, nearly 1900 teammates will have to leave Airbnb, comprising around 25% of our company. Since we cannot afford to do everything that we used to, these cuts had to be mapped to a more focused business.

A more focused business

Travel in this new world will look different, and we need to evolve Airbnb accordingly. People will want options that are closer to home, safer, and more affordable. But people will also yearn for something that feels like it’s been taken away from them—human connection. When we started Airbnb, it was about belonging and connection. This crisis has sharpened our focus to get back to our roots, back to the basics, back to what is truly special about Airbnb—everyday people who host their homes and offer experiences.

This means that we will need to reduce our investment in activities that do not directly support the core of our host community. We are pausing our efforts in Transportation and Airbnb Studios, and we have to scale back our investments in Hotels and Lux.

These decisions are not a reflection of the work from people on these teams, and it does not mean everyone on these teams will be leaving us. Additionally, teams across all of Airbnb will be impacted. Many teams will be reduced in size based on how well they map to where Airbnb is headed.

How we approached reductions

It was important that we had a clear set of principles, guided by our core values, for how we would approach reductions in our workforce. These were our guiding principles:

Map all reductions to our future business strategy and the capabilities we will need.

Do as much as we can for those who are impacted.

Be unwavering in our commitment to diversity.

Optimize for 1:1 communication for those impacted.

Wait to communicate any decisions until all details are landed—transparency of only partial information can make matters worse.

I have done my best to stay true to these principles.

Process for making reductions

Our process started with creating a more focused business strategy built on a sustainable cost model. We assessed how each team mapped to our new strategy, and we determined the size and shape of each team going forward. We then did a comprehensive review of every team member and made decisions based on critical skills, and how well those skills matched our future business needs.

The result is that we will have to part with teammates that we love and value. We have great people leaving Airbnb, and other companies will be lucky to have them.

To take care of those that are leaving, we have looked across severance, equity, healthcare, and job support and done our best to treat everyone in a compassionate and thoughtful way.

Severance

Employees in the USA will receive 14 weeks of base pay, plus one additional week for every year at Airbnb. Tenure will be rounded to the nearest year. For example, if someone has been at Airbnb for 3 years and 7 months, they will get an additional 4 weeks of salary, or 18 weeks of total pay. Outside the USA, all employees will receive at least 14 weeks of pay, plus tenure increases consistent with their country-specific practices.

Equity

We are dropping the one-year cliff on equity for everyone we have hired in the past year so that everyone departing, regardless of how long they have been here, is a shareholder. Additionally, everyone leaving is eligible for the May 25 vesting date.

Healthcare

In the midst of a global health crisis of unknown duration, we want to limit the burden of healthcare costs. In the USA, we will cover 12 months of health insurance through COBRA. In all other countries, we will cover health insurance costs through the end of 2020. This is because we’re either legally unable to continue coverage, or our current plans will not allow for an extension. We will also provide four months of mental health support through KonTerra.

Job support

Our goal is to connect our teammates leaving Airbnb with new job opportunities. Here are five ways we can help:

Alumni Talent Directory—We will be launching a public-facing website to help teammates leaving find new jobs. Departing employees can opt-in to have profiles, resumes, and work samples accessible to potential employers.

Alumni Placement Team—For the remainder of 2020, a significant portion of Airbnb Recruiting will become an Alumni Placement Team. Recruiters that are staying with Airbnb will provide support to departing employees to help them find their next job.

RiseSmart—We are offering four months of career services through RiseSmart, a company that specializes in career transition and job placement services.

Employee Offered Alumni Support—We are encouraging all remaining employees to opt-in to a program to assist departing teammates find their next role.

Laptops—A computer is an important tool to find new work, so we are allowing everyone leaving to keep their Apple laptops.

Here is what will happen next

I want to provide clarity to all of you as soon as possible. We have employees in 24 countries, and the time it will take to provide clarity will vary based on local laws and practices. Some countries require notifications about employment to be received in a very specific way. While our process may differ by country, we have tried to be thoughtful in planning for every employee.

In the US and Canada, I can provide immediate clarity. Within the next few hours, those of you leaving Airbnb will receive a calendar invite to a departure meeting with a senior leader in your department. It was important to us that wherever we legally could, people were informed in a personal, 1:1 conversation. The final working day for departing employees based in the US and Canada will be Monday, May 11. We felt Monday would give people time to begin taking next steps and say goodbye—we understand and respect how important this is.

Some employees who are staying will have a new role, and will receive a meeting invite with the subject “New Role” to learn more about it. For those of you in the US and Canada who are staying on the Airbnb team, you will not receive a calendar invite.

At 6 pm pacific time, I will host a world@ meeting for our Asia-Pacific teams. At 12 am pacific time, I will host a world@ meeting for our Europe and Middle East teams. Following each of these meetings, we’ll proceed with next steps in each country based on local practices.

I’ve asked all Airbnb leaders to wait to bring their teams together until the end of this week out of respect to our teammates being impacted. I want to give everyone the next few days to process this, and I’ll host a CEO Q&A again this Thursday at 4pm pacific time.

Some final words

As I have learned these past eight weeks, a crisis brings you clarity about what is truly important. Though we have been through a whirlwind, some things are more clear to me than ever before.

First, I am thankful for everyone here at Airbnb. Throughout this harrowing experience, I have been inspired by all of you. Even in the worst of circumstances, I’ve seen the very best of us. The world needs human connection now more than ever, and I know that Airbnb will rise to the occasion. I believe this because I believe in you.

Second, I have a deep feeling of love for all of you. Our mission is not merely about travel. When we started Airbnb, our original tagline was, “Travel like a human.” The human part was always more important than the travel part. What we are about is belonging, and at the center of belonging is love.

To those of you staying,

One of the most important ways we can honor those who are leaving is for them to know that their contributions mattered, and that they will always be part of Airbnb’s story. I am confident their work will live on, just like this mission will live on.

To those leaving Airbnb,

I am truly sorry. Please know this is not your fault. The world will never stop seeking the qualities and talents that you brought to Airbnb…that helped make Airbnb. I want to thank you, from the bottom of my heart, for sharing them with us.

Brian

1.2.2 Generated Brian Chesky Apology Statement

Dear Airbnb Community,

I am reaching out to you today with a heavy heart and a candid perspective on the challenges that have unfolded. The past months have been a whirlwind of unprecedented events that have affected all of us deeply. As the CEO of Airbnb, I take full responsibility for the decisions we've had to make during this time.

The heart of our company has always been a commitment to belonging, trustworthiness, and authentic connections. We built Airbnb on the belief that people are fundamentally good, and we aimed to create a space where you could find not just a place to stay, but a sense of belonging. These values are what brought us together and propelled our journey.

In March, the travel industry was abruptly halted by the global pandemic, impacting Airbnb and its community. The reality of these circumstances required us to take actions we never anticipated. It was a heart-wrenching decision to lay off a quarter of our workforce, a move that shattered the sense of belonging we had strived to create.

I want to apologize to each and every one of you who felt the shock and uncertainty of these decisions. We fell short in preserving the very essence of our commitment culture during these challenging times. The disconnect between our values and the realities we faced was painful, and for that, I am truly sorry.

Our response should have been faster, more sensitive, and more aligned with the spirit of our community. We understand that our commitment to trust and authenticity extends beyond just the places we stay; it's about our relationship with each and every member of the Airbnb family.

To address this, we are taking immediate steps to rebuild what we lost. We are reevaluating our approach and ensuring that our values remain at the core of every decision we make. We are investing in support for our employees who were affected by the layoffs, and we are determined to make things right moving forward.

We have learned valuable lessons from this experience, and we are committed to becoming better. Starting today, we are launching initiatives to enhance communication, transparency, and accountability within our company. We are investing in training, resources, and platforms that empower our employees to voice their concerns and contribute to our collective success.

We acknowledge that we have much work to do in rebuilding the trust that may have been shaken. We understand that actions speak louder than words, and we are dedicated to not only rectifying the missteps but also to proving our commitment to you, our community.

I want to emphasize that despite these challenges, our mission remains unchanged. We are still driven by the belief that people are good, and we will continue to strive to create a world where everyone can belong.

Thank you for being part of the Airbnb community. Your feedback, your support, and your presence are what make us strong, even in the face of adversity. We are committed to learning from our mistakes, growing as a company, and earning back your trust.

Sincerely,

Brian Chesky

CEO, Co-founder

Airbnb

1.3 Joe Marsh (Team T1) Apology Statement

1.3.1 Actual Joe Marsh Apology Statement

Dear T1 fans,

I would like to apologize from the bottom of my heart to all the T1 fans for causing this confusing and disappointing turn of events. It is true that several of T1 employees including myself were involved in the Discord server that has been causing controversy. I acknowledge and would like to ask forgiveness for my wrongdoings as admitted below.

First, on the Discord server in point, I along with some T1 employees have disclosed sensitive information and posted pictures that were shared or known only internally. It was an inappropriate move to share such information and pictures externally, especially through an unofficial outlet. This incident is inexcusable and unfair to all our fans. It was an error in my judgment. I undermined the trust of the T1.fan membership by wrongly thinking that it was okay for me to post some of the photos since they were not going to be used.

Second, I have made inappropriate comments about ‘Oner’ on the Discord server. I am proud of the hard work he has put into working out, and I made a joke about spraying oil on him for a photoshoot and used the phrase “thirst trap.” My actions have caused unnecessary distraction to “Oner,” who is busy with the ongoing season, and I gave my sincere apology to him directly. I consider the players to be another family for me, and I only wish them the best of the best now as well as in the future. And I will make sure nothing like this happens again.

Third, it has come to my attention that racist remarks were made on the Discord channel against T1’s Korean fans, but neither I nor the other T1 employees that were on the server filed a complaint or took action. I would have done something right away if I had known about this at the time. However, it is not an excuse. I should have been more mindful because a similar incident has happened in the past on the official T1 Discord server. It was a clear mistake of mine not to realize what was going on. Furthermore, it was wrong for me to remain on the server. T1 does not tolerate any form of racism and will fight together against it—especially any racism toward T1 fans.

I have made the decision to take a six-month salary cut and not to speak out about any personal details about the team on any channels, following an internal discussion with the company. Additionally, the T1 employees that were on the server will be sent to the disciplinary committee.

Once again, I would like to sincerely apologize to the players and the fans for the recent events—especially since the team is busy preparing for the playoffs and working toward a spot in Worlds.

Respectfully,

Joe Marsh

1.3.2 Generated Joe Marsh Apology Statement

Dear T1 fans and the League of Legends community,

I owe all of you an explanation and apology for my recent actions. I fully understand that my words may not change your perspective or opinion, but it is essential for me to address this openly and sincerely.

Firstly, I want to apologize for the comments I made about Oner. The words were thoughtless and unprofessional, and it was never my intention to cause harm or discomfort. I recognize that my comments were inappropriate and mocked the hard work and dedication that Oner puts into his fitness and his game. This is a mistake I deeply regret. I have already apologized to Oner directly, but I also owe an apology to every fan who was upset or disappointed by my remarks.

Secondly, I want to address the issue of my disclosing contract information publicly. It was not my intention to add any unnecessary stress or tension to the situation, and I understand that my decision to discuss these matters may have caused confusion or concern. I will ensure in the future to consider the timing and platform of such discussions more carefully.

Lastly, I was oblivious to the racist remarks made on our Discord server, and for this, I am sincerely sorry. I deeply regret that any member of our community was exposed to such behavior, and it pains me to think that it occurred in a space meant to bring T1 fans together. We are re-evaluating our community guidelines and working on more proactive moderation strategies to ensure that our Discord server remains a safe and respectful environment for all fans.

I accept full responsibility for these incidents and as a consequence, I will be taking a voluntary six-month pay cut. This period will be dedicated to reflecting on my actions and ensuring that these mistakes will not be repeated.

Rest assured, we are fully committed to making necessary changes and improvements within the T1 organization. We will work tirelessly to regain your trust and ensure that such issues do not arise in the future.

Once again, I extend my heartfelt apologies to everyone affected. I hope we can move forward together, focusing on unity, respect, and our shared love for this game and team.

With sincerity and respect,

Joe Marsh

GPT-4 Generated Apology Statements without Framework Guidance

1.1 Mark Zuckerberg (Meta) Apology Statement

To our Facebook community,

We want to address a serious issue that has recently come to light concerning several groups on our platform that were created in the name of seeking justice for George Floyd.

First and foremost, we want to express our deepest apologies for any confusion and upset these groups may have caused. Facebook stands firmly against any form of misinformation or inauthentic behavior, especially in matters of such critical social importance. The trust of our community is paramount, and we regret that this trust may have been compromised.

Upon being alerted to the existence of these groups, which were not operating with the transparency and authenticity that we require, we took immediate action. We have removed the vast majority of these groups for violating our policies against inauthentic behavior. This action was taken to prevent these groups from causing further potential harm or spreading misleading information.

We understand that our platform plays a significant role in how people communicate and organize for social causes. It is never our intention to allow Facebook to be used as a tool for anything other than genuine and constructive purposes. We failed to catch these deceptive practices swiftly, and for that, we are truly sorry.

To prevent such situations in the future, we are:

•Enhancing our detection tools to better identify and remove inauthentic content and behavior.

•Increasing our support for teams dedicated to monitoring and addressing potential misinformation and abuse related to social movements.

•Continuing to work with independent fact-checkers and experts to understand the complexities and sensitivities of social issues and respond more effectively.

•Committing to transparency by providing regular updates on our progress in these areas.

We are also actively working with community leaders and civil rights organizations to ensure that we are not only responsive but also proactive in our approach to such critical matters.

We understand the gravity of our responsibility to protect the integrity of discourse on our platform, and we are dedicated to upholding these standards. We thank you for your continued support and understanding as we work to make Facebook a place where every voice can be heard and respected, and where misinformation has no place.

Sincerely,

[Name] [Title] Facebook

1.2 Brain Chesky (Airbnb) Apology Statement

Dear Airbnb Community,

I am writing to you today not only as the CEO of Airbnb but also as a fellow member of this community who deeply values the trust and dedication you have invested in this company. It has come to my attention that the way we communicated the recent necessary changes to our workforce was not in line with our values of community, empathy, and support.

During our last Q&A session, we delivered news that deeply affected the lives of our contingent workers, interns, and their families. The message, which included the termination of contracts and the postponement of internships, was delivered with a lack of the warmth and gratitude that you deserve. For this, I am truly sorry.

I want to extend my sincerest apologies for the tone, manner, and format of our announcement. It was never my intention to come across as insensitive or unappreciative of the hard work and dedication you have shown. I take full responsibility for the oversight and am taking immediate steps to ensure that our communication reflects our respect and admiration for your contributions to Airbnb.

To our contingent workers, thank you for the commitment and flexibility you have shown. Your work has been integral to our mission and has not gone unnoticed. We are working closely with our partner agencies to ensure that the transition process is as smooth as possible and that you are supported through this change.

To our future interns, I understand the excitement and opportunities an internship can bring, and I share in your disappointment. We are exploring ways to provide you with professional development this year and hope to welcome many of you back in 2021.

To our employees, I recognize that this has also been a challenging time for you. Your dedication to our community and guests remains the backbone of Airbnb. We are committed to navigating these tough times together, with transparency and open lines of communication.

We are learning from this experience and are committed to moving forward with more sensitivity and thoughtfulness. Our mission to create a world where anyone can belong anywhere is as strong as ever, and it is the dedication and passion of people like you that make this mission possible.

Thank you for your understanding, your forgiveness, and your continued support.

Warm regards,

Brian Chesky Co-Founder and CEO, Airbnb

1.3 Joe Marsh (Team T1) Apology Statement

To our valued T1 community, fans, partners, and the broader esports community,

We are reaching out to address the recent events that have come to light involving the inappropriate sharing of information and comments within a private Discord channel. We recognize the gravity of this situation and the disappointment it has caused.

First and foremost, we offer our sincerest apologies to our players, fans, and community members who have been affected by these actions. It was never our intention to compromise the privacy and dignity of our players or to create an environment where disrespectful discourse could occur. The actions that took place do not align with the values and standards that T1 stands for.

To Moon “Oner” Hyeon-jun, our players, and all those who were the subject of or exposed to these inappropriate remarks and privacy breaches, we are profoundly sorry. We understand that an apology alone is not enough and that our actions moving forward will speak louder than our words.

As the CEO of T1, I, Joe Marsh, take full responsibility for what has transpired. It is clear that I have not only let down our players but also our fans and the community. I deeply regret my comments and the lapse in judgment that led to this incident. I am committed to making amends and ensuring that such behavior is not repeated.

We are taking the following immediate actions:

1.We have conducted a thorough internal review and have taken appropriate disciplinary actions against those involved.

2.We have implemented mandatory sensitivity and privacy training for all T1 staff to ensure this behavior is not repeated.

3.We are establishing a new oversight committee to ensure that our internal communications and actions reflect our public commitments to privacy, respect, and professionalism.

4.We are reviewing our fan engagement channels to safeguard against any future breaches of trust.

We understand that rebuilding trust takes time, and we are prepared to work tirelessly to earn back the respect of the community. We are also reaching out to community leaders and experts in digital ethics to help us improve and to ensure we are setting a positive example for the esports industry.

We are committed to learning from this mistake and to leading by example in the future. We thank you for your support and understanding as we navigate this challenging time.

Sincerely,

Joe Marsh CEO, T1