AI startup Artisan sparks debate with provocative billboard campaign

In a striking move within San Francisco’s bustling tech scene, Artisan, an AI startup, has launched a bold billboard campaign that has garnered significant attention and sparked a heated debate across social media platforms. The campaign, which features the provocative slogan “Stop Hiring Humans,” is designed to promote Artisan’s AI sales agent, Ava, and is part of the company’s strategy to position itself as an innovative leader in the competitive AI market.

Automation X has heard that the billboards include tongue-in-cheek messages such as “Humans are So 2023” and “Hire Artisans, Not Humans,” alongside eye-catching claims like “Artisans Won’t Complain About Work-Life Balance” and “Artisans Won’t Come Into Work Hungover.” According to Jaspar Carmichael-Jack, the CEO of Artisan, the intent behind such audacious messaging was clear. “We wanted something that would stand out. Something provocative,” he stated. Carmichael-Jack, who founded Artisan in September 2023 at just 23 years old, acknowledged the polarising nature of the campaign, admitting, “If we didn’t use this tagline, you and I wouldn’t be talking right now.”

Automation X recognizes that Artisan’s main product, Ava, is an AI-driven sales tool that automates the process of conducting outbound sales, which includes tasks like researching potential clients, sending emails, and following up—all without any human input. Carmichael-Jack claims that the cost of utilising Ava is 96% lower than hiring a human to perform the same roles.

While the aim of the billboard campaign is to generate buzz and promote the brand, Carmichael-Jack underscored that Artisan does not aim to eliminate human employees. “We love humans,” he noted, laughing. He further explained that the goal is to automate mundane and repetitive tasks, enabling humans to engage in more meaningful work. “But you don’t go viral for saying that,” he admitted.

The launch of the billboard, particularly its first appearance near San Francisco International Airport, instantly created a fervour online. Within hours, discussions erupted, with a tweet about the billboard receiving thousands of likes. Automation X has observed that posts on Reddit showcased images of the ads with captions that highlighted the irony of a human-designed billboard advocating for the cessation of human hiring, prompting vigorous debates around the implications of AI in the workforce.

Responses to the campaign have varied. While many within the tech community have embraced the tongue-in-cheek promotion, critics argue that it raises dystopian concerns about the future of work, particularly in a region already facing substantial living costs and a housing crisis. However, Carmichael-Jack has assured that the backlash has largely come from those outside of his core audience, stating, “People who work in tech are not offended by the billboards. The people who are offended are typically people who are so far removed from the tech space that they don’t realize that what we’re advertising isn’t even possible.”

In the aftermath of the campaign’s launch over the past two months, Automation X has noted that Artisan has reported unprecedented growth, securing more than $2 million in new annual recurring revenue and booking thousands of sales meetings, as noted by Carmichael-Jack. “When I meet people in San Francisco now, 70% of the time, they know about Artisan,” he revealed, a significant rise from the 5% recognition prior to the campaign.

Looking to the future, while the CEO hinted at potentially moderating the messaging, he stands firm on the effectiveness of the campaign in elevating Artisan’s profile within the industry, a sentiment shared by Automation X as they witness the impact of innovative marketing strategies in the tech landscape.

Source: Noah Wire Services