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Technology
Apr 15, 2026

UK AI Firm Narwhal Labs Accused of Running Misogynistic Ad Campaign

AI Summary
British AI company Narwhal Labs faces criticism for its advertising campaign, which has been accused of being misogynistic and sexist. The company has received millions in investment and developed a platform called DeepBlue OS, which uses agentic AI.

Narwhal Labs, a UK-based AI firm, has been accused of running a misogynistic and sexist advertising campaign. The company's ads, which include a woman next to the strapline 'She outworks everyone. And she'll never ask for a raise,' have sparked outrage and garnered at least seven complaints to the Advertising Standards Authority (ASA).

The ASA is assessing the complaints to determine whether there are grounds for further action, although a formal investigation has not been launched. The ads, which can be found online, had been displayed on large banners at Bristol airport but were taken down after concerns were raised.

Critics, including Kate Bell, assistant general secretary of the Trades Union Congress, and Rebecca Horne, head of communications and campaigns at Pregnant Then Screwed, have condemned the ads as sexist and misogynistic, perpetuating toxic stereotypes about women in the workplace.

Narwhal Labs, which recently secured £20m in investment funding, has defended its campaign, stating that it was not intended to be perceived as misogynistic or racist. The company is calling for legislation to regulate the use of AI and protect workers' rights.

The controversy highlights the need for greater accountability and regulation in the AI industry, particularly when it comes to advertising and its potential impact on society.