Would the OpenAI board have fired Sam Altman if they had asked ChatGPT first?

Over 600 of the 700 OpenAI staff had signed a letter warning that they will resign if he is not reinstated. Meanwhile, Microsoft announced that Altman and many former staff will join them in leaving the company in the lurch. Had it just effectively acquired one of the world’s most valuable companies for nothing?

But now now, in a dramatic turnaround Altman is back, and most of the board who fired him has gone. It reflects the reality that Altman hadn't so much left the company, rather the company had left the board.

In the midst of the turmoil I asked ChatGPT to write an opinion piece summarizing the board's initial gamble. It said: “In the absence of a compelling explanation from OpenAI, the decision to part ways with Altman seems like a gamble that could jeopardize the very foundations on which the organization was built. As we await more information, one cannot help but wonder whether OpenAI has sacrificed a visionary leader for reasons that might not stand up to the scrutiny of its stakeholders and the unforgiving court of public opinion.” Quite.

But, according to ChatGPT this response a key part of this saga is the comms strategy. So, what lessons can marketers draw from the debacle?

I went back to ChatGPT for the answers, of course.

The Prompt

Acting as a marketing journalist, write a piece on what ChatGPT got wrong in terms of its communication strategy around the firing of founder Sam Altman and what lessons can be learned.

The Response

Headline: ChatGPT’s Communication Missteps: Lessons in Transparency from the Sam Altman Firing

In the fast-paced world of artificial intelligence, transparency and effective communication are paramount for maintaining trust and credibility. Recently, ChatGPT, the widely-used language model developed by OpenAI, found itself amid controversy surrounding the abrupt departure of its founder, Sam Altman. The communication strategy employed during this challenging period left much to be desired, highlighting the importance of openness and clarity in handling internal changes.

The initial misstep came in the form of delayed communication. Rumors and speculation about Sam Altman’s departure began circulating on various online platforms, catching both the user community and industry observers off guard. The lack of an immediate response from ChatGPT allowed misinformation to fester and led to confusion among users and stakeholders.

Lesson 1: Timely and Transparent Communication is Key

In the realm of technology and artificial intelligence, news travels fast. Delayed communication can exacerbate uncertainty and erode trust. ChatGPT should have swiftly addressed the situation, acknowledging the departure of Sam Altman and providing a basic overview of the circumstances. By doing so, the company could have seized control of the narrative, preventing the spread of inaccurate information.

Lesson 2: Proactive Engagement with Stakeholders

Stakeholder engagement is crucial during times of internal changes, especially when a founder or key executive is involved. ChatGPT’s failure to proactively engage with its user base, the AI community, and industry analysts allowed the narrative to be shaped by external forces. A more strategic approach, involving carefully crafted messages and perhaps even a town hall or AMA (Ask Me Anything) session, could have provided a platform for addressing concerns and questions head-on.

Lesson 3: Humanizing the Message

In the absence of a human touch, ChatGPT’s communication appeared robotic and detached. Users were left with more questions than answers, and the lack of a personal touch contributed to a sense of alienation. Companies facing internal challenges should remember that effective communication involves not only information dissemination but also the message’s humanization. A heartfelt statement, even if brief, could have conveyed the team’s commitment to the project’s continuity and growth.

Moving Forward: A Call for Transparency

While ChatGPT’s communication missteps during the Sam Altman departure serve as a cautionary tale, they also present an opportunity for improvement. Going forward, the company should prioritize transparency, timely communication, and proactive stakeholder engagement. Learning from these lessons can help ChatGPT navigate internal changes more effectively and build stronger bonds with its user community, ensuring a more resilient and trusted future.

Let’s hope they heed their own advice.