A tech company's billboard advertisement has sparked a debate in San Francisco over its characterization of a city neighborhood. Posted by PromptArmor, an AI security firm headquartered in San Francisco, the billboard suggests employees should prefer working in Pacific Heights rather than in "Gotham (SOMA)." PromptArmor's provocative reference to SoMa as Gotham, a crime-ridden city from Batman's universe, did not sit well with some locals and officials, as per ABC7 News.
"Work in Pac Heights not Gotham (SOMA)" This billboard paid for by a tech company appeared overnight in San Francisco, and it's making residents question the true intention behind the company's message. https://t.co/buZRXIHguo pic.twitter.com/IhxxnbnTQF
— ABC7 News (@abc7newsbayarea) October 8, 2025
The billboard at the junction of Valencia and Liberty Streets has raised eyebrows. San Francisco resident Kate Goldberg expressed her discontent to ABC7 News, questioning, "Do they want to equate South of Market with Gotham?" The reference to Gotham is typically understood as a signifier of high crime and corruption, which seems to starkly juxtapose the upscale image of Pacific Heights, where prominent figures like former House Speaker Nancy Pelosi reside.
Supervisor Matt Dorsey, who represents SoMa, has expressed his desire to see the billboard removed. "Don't insult San Francisco neighborhoods when you are a San Francisco-based company. It's just bad form," he stated, as quoted by ABC7 News. Dorsey, who is also focusing on the drug problem in the area, added that "The reality is that the numbers right now are overwhelming, even our ability to respond." Despite the challenges, the neighborhood has seen economic growth, particularly as an emerging hub for AI companies.
Cody Kollmann, founder of Kollmann Real Estate, pointed out the impact the negative outlook has on the real estate business in SoMa. "That negative outlook potentially scares prospective tenants away from leasing and hence that's why the rental rates in West SoMa, Civic Center, Market Street have dropped so drastically," Kollmann told ABC7 News. Kollman also noted a recent increase in rental rates and a "total revitalization" with new companies moving in, offering a glimpse of optimism for the neighborhood's future.
Meanwhile, SFGATE reported that SoMa was one of the two San Francisco neighborhoods where property crime rates increased early this year. Efforts like deploying community ambassadors from Urban Alchemy to Sixth Street reflect attempts by the city to address open-air drug use and unpermitted vending. Yet, this advertisement by PromptArmor, which received backing from Y Combinator and is actively hiring, has landed the company in hot water with a community grappling with complex urban challenges.
