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Compact case
Published by:
INSEAD (2018)
Revision date:
5 pages
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This is part of a case series. In April 2018, after it became known that Google was collaborating with the US Department of Defense on Project Maven, over 3,000 employees signed an internal memo asking CEO Sundar Pichai to (a) cancel the project immediately, and (b) enforce a policy stating that the company would never build warfare technology. Project Maven had been launched in early 2017 as part of the DoD's efforts to integrate AI and machine learning into its defense strategies. Drones, robots and AI were increasingly deployed in intelligence gathering and combat operations in what was considered a 21st Century 'arms race.' While Google described its role as 'non-offensive,' the memo argued that involvement in Project Maven might hurt its reputation and ability to attract talent at a time when public trust in technology was waning. The (A) case puts students in the shoes of a recent hire faced with the choice of signing the memo. It also invites them to consider how they would respond, as CEO, to such a petition against one of the company's contracts. After outlining what happened in the weeks after the internal controversy was made public, the (B) case raises the question of whether Google had 'done the right thing' (its new motto) in discontinuing the project.


Responsible leadership; Ethics; Artificial Intelligence; Digital disruption; Google; Project Maven; Drones; Public private partnership; Corporate social responsibility; Ethical dilemma; Sundar Pichai; US Department of Defense; Don't Be Evil; Larry Page


The events covered by this item took place in 2018.

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2018 - EFMD Case Writing Competition - category winner

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