UK AI Firm's 'Perfect Worker' Ad Campaign Draws Complaints for Sexism
Narwhal Labs, a Bristol-based AI company that recently raised £20m in funding, is facing accusations of misogyny over advertisements depicting women with taglines like "She outworks everyone. And she'll never ask for a raise."
The Advertising Standards Authority has received at least seven complaints about the campaign. The ads, which appeared on banners at Bristol airport before being removed, promoted the company's AI employee platform with messaging focused on availability, cost savings, and compliance.
One ad stated: "Working 9-5? She works 24/7. And she starts for free." Another featured a Black man and referenced Lionel Richie lyrics: "Hello, is it leads you're looking for? He'll find them, call them, and follow up. While you sleep."
What Campaign Critics Say
Kate Bell, assistant general secretary of the Trades Union Congress, said the ads reflect a troubling vision of the future from tech leaders. "This deeply sexist advert shows the disturbing vision of the future too many of the people leading tech seem to want to embrace - one where the workers who power the economy are sidelined, with a particular impact on women," she said.
Rebecca Horne, head of communications at Pregnant Then Screwed, called the campaign "misogyny with a marketing budget." She said it promoted "the toxic idea that the ideal worker is a woman who is endlessly available, compliant, unpaid and without needs."
The criticism highlights how AI marketing campaigns can reinforce workplace stereotypes, particularly around gender and labor expectations.
The Company's Response
Narwhal Labs said the campaign was intended to spark debate about automation, not demean any group. "It was never our intention for the billboards to be perceived as misogynistic or racist, and we take that concern seriously," the company said in a statement.
The company framed the ads as commentary on human versus machine labor rather than targeting specific demographics. It noted that "the impact will not be selective. It will not discriminate."
Narwhal Labs called for three policy changes: requiring disclosure when consumers interact with AI, mandating businesses deploying AI agents invest in worker retraining, and restricting AI use in care, education, and public safety roles.
What the Platform Does
The company's DeepBlue OS uses agentic AI to handle inquiries, contacts, appointments, and documents without human intervention. Unlike generative AI tools like ChatGPT, agentic AI operates independently once deployed.
The company was founded in 2022 by Luke Sartain. The £20m funding round included backing from Jonathan Swann, a former director of specialist insurance provider CFC Underwriting.
Bristol airport confirmed that the third-party company managing its advertising removed the billboards after concerns were raised.
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