Narwhal Labs erected a billboard at Bristol Airport on April 10 as part of its 'Autonomous AI Communications' project. The billboard displays a smiling blonde female chatbot alongside the text 'She outworks everyone. And she’ll never ask for a pay rise.' Images of the advertisement quickly spread across LinkedIn, where users labeled the message 'obscene' and 'truly horrible.' The company has not specified which industries or companies it is targeting with this campaign, nor has it publicly responded to the backlash or issued any apology.
Narwhal Labs is a tech company offering a new kind of 'AI employee.' Its project aims to support businesses by deploying three autonomous agents across voice, SMS, email, and WhatsApp channels. The firm is set to officially launch in May and recently secured £20,000,000 in funding for the initiative. The exact technical capabilities and limitations of these AI employees remain unclear, as does the long-term impact of this controversy on Narwhal Labs' brand reputation and business prospects.
She outworks everyone. And she’ll never ask for a pay rise.
The female AI employee appears alongside a male counterpart, who is positioned around efficiency with the tagline 'He’ll find them, call them, and follow up. While you sleep.' Similar Narwhal adverts shared on LinkedIn showcase a computer-generated colleague who is 'always on, never sick, and no HR required.' Another part of the campaign asks 'Working 9-5?' and states 'She works 24/7. And she starts for free.' LinkedIn users have pointed out that the female persona leans towards subservience.
Social media reactions have highlighted sexist undertones and public outrage. The public or regulatory bodies, such as the Advertising Standards Authority, have not yet formally responded to the campaign beyond this social media criticism.
He’ll find them, call them, and follow up. While you sleep.
Contextual data underscores the issues raised by the campaign. A YouGov survey found that 46% of men have asked for a pay rise compared to 33% of women among British adults who have held paid jobs. Office for National Statistics data shows the gender pay gap is still alive and well this year, highlighting disparities in negotiation and compensation.
Expert analysis from Dr. Ruhi Khan, a research officer at the London School of Economics, provides critical insight. Dr. Ruhi Khan described the adverts as a 'masterclass in encoded sexism' and said it's ideology, not a coincidence. Dr. Khan has explored how AI disproportionately affects women and found in a study that ChatGPT marked 'John' as exceeding expectations for leadership while 'Jane' met expectations and needed guidance, with the only variable being the name. This research illustrates how biases can be embedded in AI systems, reinforcing societal inequalities.
Working 9-5? She works 24/7. And she starts for free.