‘Misogyny with a marketing budget’: UK AI firm accused of sexist advert | Advertising

An artificial intelligence company that recently raised millions of pounds in investment has been accused of running a misogynistic and sexist advertising campaign.

The Advertising Standards Authority (ASA) has received at least seven complaints about Narwhal Labs’ campaign; This complaint includes an ad depicting a woman next to: “She outshines everyone. And she’ll never ask for a raise.”

The ad continues: “Meet your new AI employee. Always on, never get sick, and no HR required.”

The Guardian notes that the ASA has received complaints that it understands allegations about whether the adverts are misogynistic and is being assessed to determine whether there are grounds for further action, although no formal investigation has been launched at this time.

Advertisements for the Bristol-based company can be found online and on large banners above baggage claim at Bristol airport.

Another ad, featuring the same woman, reads: “Do you work 9-5?” It works 24/7. And it starts for free.”

Rebecca Horne, head of communications and campaigns at Pregnant Then Screwed, which campaigns to end workplace discrimination, said: “This ad is marketing-bought misogyny, a textbook example of sexist labor stereotypes disguised as ‘innovation’.

“It highlights the toxic idea that the ideal worker is a woman who is forever available, easy-going, unpaid, and free of needs. It reveals how deeply ingrained sexism is in our workplaces and now in our technology.

“When you sell the ‘perfect worker’ as a woman who never rests or asks for more, you’re not selling progress, you’re selling the same old misogyny in a shiny new wrapper. It’s a reminder that our culture still expects women, especially mothers, to work harder for less and never complain.”

Another ad within the campaign features a black man with a mustache and a slogan that plays the lyrics of a song by Lionel Richie. It reads: “Hello, is this the prospect you’re looking for? He’ll find them, call them, and pursue them. While you sleep.”

Earlier this month Narwhal Labs announced it had received £20 million in an investment funding round that also included backing from Jonathan Swann, former director of specialist insurance provider CFC Underwriting. Swann has been approached for comment.

The company has developed a platform called DeepBlue OS, which uses artificial intelligence to manage queries, contacts, appointments and documents without human intervention. Agentic AI differs from generative AI platforms like ChatGPT in that it acts without having to be asked by a human.

A statement from Narwhal Labs, founded by Luke Sartain in 2022, said: “We understand the strength of the sentiment generated by our campaign… It was never our intention for the billboards to be perceived as misogynistic or racist, and we take this concern seriously.

“Our billboards show people from a wide range of demographics. Different genders, backgrounds and identities… This was never about one group losing out to another. This is something much broader: humans versus machines. The impact will not be selective. It will not discriminate. And the debate it sparks is exactly the debate we need.”

“Technology is accelerating while governments hesitate. With 80% of white-collar jobs at risk within a decade, silence is no longer a neutral position. The question is not whether AI will replace jobs. What matters is what we choose to do about it.”

The company is calling for changes to legislation that give consumers and employees the right to know they are interacting with AI and not a person; a requirement for businesses using AI at scale to invest in the reskilling and redeployment of affected employees; and rules on whether AI can replace human roles, particularly in care, education and public safety.

Bristol airport has been contacted for comment.