Following a week of intense social media scrutiny and executive fallout, data operations firm Astronomer has turned to actress and entrepreneur Gwyneth Paltrow in a light-hearted attempt to reclaim its narrative.

The company found itself at the centre of online controversy after its CEO Andy Byron and Chief People Officer Kristin Cabot were filmed together on the “kiss cam” during a Coldplay concert in Massachusetts. The clip, which quickly went viral, showed the pair — who are reportedly married to other people — attempting to dodge the camera, prompting a wry comment from lead singer Chris Martin: “Either they’re having an affair or they’re just very shy.”

The incident triggered a wave of public speculation and commentary, leading both Byron and Cabot to step down from their roles. In a statement confirming Byron’s resignation, Astronomer said: “Our leaders are expected to set the standard in both conduct and accountability, and recently, that standard was not met.”

The statement also acknowledged the unexpected notoriety: “While awareness of our company may have changed overnight, our product and our work for our customers have not.”

In a bid to draw attention back to its core business — data workflow automation — Astronomer has now released a tongue-in-cheek marketing video featuring Paltrow. Known for her roles in Hollywood and as the founder of lifestyle brand Goop, Paltrow introduces herself as having been “hired on a very temporary basis to speak on behalf of the 300-plus employees at Astronomer.”

While teasingly referencing the scandal, Paltrow stays deliberately on-message, claiming to answer the “most common” questions about the company. A brief glimpse of those questions on screen suggests they all pertain to the Coldplay incident, but Paltrow brushes past them with practiced cheer.

“We’ve been thrilled so many people have a newfound interest in data workflow automation,” she says in the video, before promoting Astronomer’s upcoming conference and affirming, “We will now be returning to what we do best — delivering game-changing results for our customers.”

Industry analysts say the company’s approach — blending humour with strategic redirection — may succeed in distancing its brand from the controversy. However, it remains to be seen whether Astronomer’s product offerings can maintain momentum amid the ongoing public attention.

Paltrow’s cameo appears to have been well received online, drawing a mix of surprise, amusement, and cautious praise. One tech investor remarked on social media: “Turning scandal into strategy — classic Silicon Valley playbook.”