An advertisement at Bristol Airport showcasing an AI worker who “never asks for a pay rise” has faced criticism and has been removed. The ad, created by Bristol-based AI company Narwhal Labs, features a woman with a half-human, half-robot face and the tagline highlighting her work ethic. The campaign drew negative reactions online for seemingly endorsing wage stagnation and downplaying the impact of automation on jobs.
Following concerns raised about the content, the advertisement was taken down by the airport’s advertising partner. Similar ads shared by Narwhal on LinkedIn promote the AI worker as always available, efficient, and cost-effective. However, the messaging received backlash for its insensitivity towards workers and the portrayal of the AI colleague in a subservient manner.
Critics on social media expressed disappointment with the ad, emphasizing the implications of gendering AI and the potential negative effects on employee morale. Narwhal Labs CEO, Luke Sartain, responded to the backlash, acknowledging the controversy and clarifying that the campaign aims to spark a conversation about the evolving role of humans in a technology-driven world. Sartain emphasized the need for dialogue on how to address the impact of AI on the workforce and ensure inclusivity in technology adoption across businesses of all sizes.
