SF tech CEO's billboards are 'dystopian.' That's how he wants it.
By Stephen Council,Tech ReporterDec 9, 20241/2
Tech startup Artisan is a month into an ad campaign in San Francisco that criticizes human workers and plugs the company's AI replacements. One of the ads played on a digital billboard on Mission Street on Dec. 5, 2024.
Thursday afternoon in San Francisco:On one side of Mission Street, hotel workers chanted and banged on a drum outside the Marriott Marquis, part of a monthslong strike for higher wages and more jobs. On the other, a tech company’s billboard proclaimed, “Stop hiring humans.”
Various versions of the provocative advertisements are emblazoned across the city on rotating screen displays on bus shelters and on classic vinyl billboards on poles and buildings, plugging the San Francisco startup Artisan.
SFGATE spoke with Artisan’s CEO about the campaign. The company has just 30 employees and is less than 2 years old; its only existing product is an artificial intelligence “sales agent” called Artisan, built to automate the work of finding and messaging potential customers. It’s a classic AI-age idea, one of many such tools flooding the tech world.
But the billboards in San Francisco are less routine. Bleak might be a better word, or mean-spirited. And in a city laden with jargony advertisements, these are easy to understand. Most feature a dark-haired, purple-eyed persona and a few rows of text. Some critique humans and remote work: “Artisans won’t complain about work-life balance” and “Artisan’s Zoom cameras will never ‘not be working’ today.” Others are more direct: “Hire Artisans, not humans.” Several include the line, “The era of AI employees is here.”
The gist is crystal clear: Artisan is selling automation to employers. In a video spot about the “sales agent” tool online, Artisan says it works with “no human input” and “costs 96% less than hiring someone to do her job.” (More on that pronoun later.) *Another version of Artisan’s ads plays on a digital billboard on Mission Street on Dec. 5, 2024.
In the context of tech’s layoffs and AI’s specter, the ads have caused affront far beyond Mission Street.In a piece for Creative Bloq, British journalist Natalie Fear called the billboards a “dystopian nightmare.” Thousands of Redditors have seen posts about the ads in r/ThatsInsane (“giving the finger to all artists, writers, designers jobs,” the poster wrote) and r/graphic_design (Post title: “Human-designed billboard wants people to stop hiring humans…”).
Commenters piled on. “Have an AI child, not a real one,” one wrote, “they are much cheaper.” Another suggested that someone burn the billboard. One simply wrote: “It’s SF, they hate people.”
SFGATE reached Artisan CEO Jaspar Carmichael-Jack on Friday and asked how he responds to critiques of the billboards. He acknowledged the ads’ “dystopian” tone but stood by it.“They are somewhat dystopian, but so is AI,” said the young CEO over text. “The way the world works is changing.”
https://www.sfgate.com/tech/article/sf-artisan-billboards-stop-hiring-humans-19969672.php