Crisis communication of Big Tech firms during AI-related ethical scandals

Details

Supervisors

Hericher, Corentin

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

enResearch problem – how to conduct crisis communication for Big Tech firms during AIrelated ethical scandals. Research object - crisis communication of Big Tech firms during AI-related ethical scandals. Research aim - to develop an evidence-based framework for crisis communication of Big Tech firms during AI-related ethical scandals, integrating insights from crisis communication theory and empirical research. Research methods: scientific literature analysis, comparative case study analysis, directed qualitative content analysis, an online vignette-based questionnaire, and descriptive statistical analysis. The qualitative analysis of Google, OpenAI and Amazon shows that crisis responses differ in responsibility framing, reform signals and ethics washing risk. The quantitative questionnaire (N = 389) indicates that stakeholders rated OpenAI's governance-crisis response most favourably on trustworthiness, accountability and sincerity, while Amazon's deflection strategy received the lowest scores on all positive constructs. Ethics-washing perception was highest for OpenAI, suggesting that respondents simultaneously rewarded clarity and remained sceptical of strategic image-management. The most credible responses combine material corrective action with observable governance commitments. Conclusions: effective crisis communication in AI-related ethical scandals depends less on abstract ethical language and more on answerability, corrective action, governance reform and stakeholder-oriented communication.