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Compounding the problem is that "more men than women use the service, with the disparity increasing as they advance in age", and "Men seek sex, while women seek passion." A page on Ashley Madison, entitled "Is Ashley Madison a scam? " addressed some of these issues in an attempt to win over prospective customers and teach them best practices for using the site.

Ashley Madison had over 70,000 bots sending fake female messages to male users.

In 2012, a former employee claimed in a lawsuit that she was requested to create thousands of fake female accounts attractive to male customers, resulting in repetitive stress injury. In July 2016, CEO Rob Segal and newly appointed President James Millership told Reuters that the company had phased out bots by late 2015.

Segal shared an independent report by EY (Ernst & Young) which verified the phase-out.

In the same month, the company changed its signature tagline from "Life is Short.

Have an Affair." to "Find your moment," and updated its brand imagery to replace the image of a woman wearing a wedding ring with a red gem-shaped symbol as its logo.

Ashley Madison employs guerrilla marketing techniques to advertise its site.