Tech Boss Defends 'Deeply Troubling' AI Advert at Bristol Airport
The chief executive of a Bristol-based artificial intelligence startup has spoken out after one of his company's advertisements was condemned as "sexist", "tone deaf" and "deeply troubling" by critics and gender experts. Luke Sartain, founder and CEO of Narwhal Labs, addressed the backlash following the appearance of a billboard at Bristol Airport on April 10.
Controversial Campaign Sparks Outrage
The advert in question featured a smiling computer-generated woman with the strapline: ‘She outworks everyone. And she’ll never ask for a raise'. Beneath this, text read: ‘Meet your new AI employee. Always on, never sick and no HR required’. The advertisement promoted DeepBlue OS, a new AI communications platform set to launch next month that handles voice, SMS, email and WhatsApp messages.
According to Narwhal Labs, the platform is designed to replace "fragmented, human-led response models" with "always-on" AI agents. The chatbot operates around the clock, managing enquiries such as booking appointments without human intervention. It runs on a utility model with no setup fees or long-term contracts, pricing based solely on usage.
Gender Experts Condemn 'Encoded Sexism'
Dr Ruhi Khan, a research officer in the Department of Gender Studies at the London School of Economics and Politics, told Metro the advert represented a "masterclass in encoded sexism". She stated: "When a tech company takes out a billboard in a major UK airport selling a female AI employee on the grounds that she will never demand fair pay, we have moved beyond unconscious bias in a dataset. This is the deliberate commercialisation of patriarchy. And this is deeply troubling."
The campaign also included a male counterpart advertisement focused on efficiency with the tagline: ‘He’ll find them, call them, and follow up. While you sleep'. However, the female-focused version drew particular criticism on social media platforms like LinkedIn, where users described it as "misogynistic" and "ill-conceived".
CEO Responds: 'Humans Versus Machines'
Luke Sartain responded to Business Live, acknowledging the strong reaction while defending the campaign's broader message. "We understand the strength of feeling our campaign has generated, and we recognise the frustration it has caused," he said. "It was never our intention for the billboards to be perceived as misogynistic or racist, and we take that concern seriously."
Sartain emphasized that the advertisements depicted people from diverse demographics deliberately. "Because this was never about one group losing out to another. This is something far broader: humans versus machines. The impact will not be selective. It will not discriminate. And the debate it has sparked is exactly the one we need," he argued.
The Narwhal Labs CEO highlighted the accelerating pace of AI technology while governments hesitate to regulate. "When as much as 80 per cent of white-collar work is at risk within the decade, silence is no longer a neutral position. The real question is not whether AI will replace jobs. It’s what we choose to do about it," Sartain stated.
Calls for Regulation and Workplace Framework
Mr Sartain expressed his desire for more comprehensive AI regulation in workplaces, including mandatory transparency where consumers and employees have the right to know when they're interacting with AI rather than a person. He also advocated for businesses deploying AI at scale to invest in reskilling and redeployment programs for affected workers.
"Can AI outwork a human? The answer is yes, and in more ways than most are ready to accept," Sartain conceded. "But outperforming someone is not the same as replacing them." He called for a clear framework governing AI-human coexistence in workplaces, with established rules about where AI can replace humans and where it cannot.
Airport Removes Advertisement
A Bristol Airport spokesperson confirmed: "The third-party company that arranges advertising at the airport removed the advert after concerns were raised regarding the content." The controversial billboard has been taken down, but the conversation it ignited continues to resonate across business and technology sectors.
Narwhal Labs recently secured over £20 million in funding from UK investors, including backing from Jonathan Swann, former director of CFC Underwriting. The Bristol-based company continues developing its DeepBlue OS platform despite the controversy surrounding its marketing approach.
