In late 2024, the AI startup Artisan launched a provocative advertising campaign in San Francisco featuring billboards with bold statements like «Stop Hiring Humans» and «The Era of AI Employees Is Here.» This initiative aimed to promote their AI-driven sales agent, Ava, and sparked widespread debate about the future of human employment in the age of automation.

Artisan’s CEO, Jaspar Carmichael-Jack, a 23-year-old entrepreneur, defended the campaign’s controversial nature. They acknowledged the dystopian undertones of the advertisements but emphasized that they were designed to capture attention in a competitive market. The company’s goal was to highlight how AI can handle repetitive tasks, allowing human workers to focus on more meaningful activities.

The public’s reaction was mixed. Many criticized the campaign for being insensitive, especially in a city like San Francisco, which faces significant challenges related to housing and employment. Images of the billboards juxtaposed with scenes of homelessness intensified the backlash, with some viewing the ads as a stark reminder of the potential societal impacts of unchecked automation.

Despite the criticism, the campaign achieved its primary objective: increased brand recognition. Artisan reported a significant uptick in sales inquiries and a surge in annual recurring revenue, adding over $2 million in the months following the campaign’s launch. 

This campaign underscores the complex discourse surrounding AI’s role in the workforce. While automation offers potential efficiencies, it also raises ethical and societal questions about employment and the value of human labor. Artisan’s approach highlights the fine line companies must navigate between innovation and social responsibility in the rapidly evolving landscape of AI integration.