An advertisement promoting an artificial intelligence (AI) worker that never requests a pay raise has faced criticism and was removed from display at Bristol Airport. Designed by Bristol-based AI company Narwhal Labs, the ad featured a half-human, half-robot woman with the tagline emphasizing her work ethic and lack of demand for pay increases.
Online backlash condemned the ad for endorsing wage stagnation and downplaying the impact of automation on job security. Critics labeled the message as “obscene” and “truly horrible,” accusing the ad of depicting the female AI worker in a subservient role.
Following concerns raised about the content, the advertisement was taken down by the advertising company responsible for placements at Bristol Airport. Similar ads shared on LinkedIn by Narwhal Labs showcased the AI worker as always available, never requiring sick leave, and not needing human resources supervision.
Critics on LinkedIn expressed disappointment with the portrayal of the AI worker, highlighting the implicit assumptions about replaceability and the negative implications for human-robot interactions. The gendering of the AI as female also drew criticism, with calls to avoid assigning gender to AI entities.
In response to the backlash, Narwhal Labs CEO Luke Sartain acknowledged the controversy and clarified the intent behind the campaign. Emphasizing diversity in the ads, Sartain highlighted the broader theme of human-machine interaction and the need for a dialogue on the role of AI in the workforce.
Sartain aimed to stimulate discussion on humans’ evolving role in a technology-driven world and emphasized the company’s goal of democratizing AI technology for small and medium-sized businesses. The ad campaign, part of Narwhal Labs’ ‘Autonomous AI Communications’ initiative, seeks to engage in the ongoing debate on the impact of AI on employment and society.