Apology as a Service (AAAS)

For our first assignment for critical objects, I teamed up Winnie Yoe to work on a critical object. The shop was shut for the week and we started talking about how we should write an apology for not doing the assignment. This led us to a further discussion of how apologies are manufactured and it’s as if they are a formula.

We went down the rabbit-hole of digging up apologies from Kevin Spacey to facebook to Uber and many others and we came up with the formula as follows:

[Inspirational title] → [Demonstrate passion] → [Play the Victim] → [Feign innocence of events] → [Cautiously appreciate the victims] → [Ask for time]→ [Recognise role of company without any direct acceptance of wrong-doing]→ [Promise indeterminate actions in the future]→ [Promise that it won’t happen again]→ [salutations]→ [Actual signature].

While analysing the responses, we are realised that the formula also caters to institutional anxieties and are about protecting the organisation rather than the aggrieved ones. We came up with the idea of a service for CEOs in the future which is a voice driven interface for generating apologies. We name it Bernays after Edward Bernays, the father of modern PR quite extensively documented in The century of the self.

The hypothetical device sits on the desk of the CEO and talks to him/her about the current issue and uses advanced AI to understand the situation. It asks the CEO for ‘uncomputable‘ information which helps it create a more nuanced approach to a situation and generates an apology and a strategy for handling the situation.

You can scroll through the UI below. A sister post on the project can be found here.