Summary:
AI startup Friend invested over $1 million in a massive NYC subway ad campaign featuring 11,000+ cards, 1,000 posters, and 130 urban panels
CEO Avi Schiffman calls it the world's first major AI campaign and a huge gamble, with limited funds remaining
The $129 wearable AI device has sparked controversy for constant surveillance, leading to criticism from outlets like Wired
Ads have been vandalized with messages like "surveillance capitalism" and "get real friends"
Campaign strategically targets New York City, where public sentiment against AI is strong, using white space to provoke social commentary
AI Startup Friend's Massive Subway Ad Campaign
If you've been on the New York City subway recently, you've probably seen stark white ads promoting a wearable AI device called Friend.
CEO Avi Schiffman told Adweek that the company spent more than $1 million on a campaign with over 11,000 cards on subway cars, 1,000 platform posters, and 130 urban panels. Some stations, like West 4th Street, are completely dominated by Friend ads.
The World's First Major AI Campaign
Schiffman described this as "the world's first major AI campaign," noting that while there have been other AI ads of questionable effectiveness, this print campaign is on a massive scale. He called it "a huge gamble" and admitted, "I don't have much money left."
Controversy and Criticism
Friend's $129 device has faced backlash, with Wired writers criticizing its constant surveillance and publishing an article titled "I Hate My Friend." Additionally, some Friend ads have been vandalized with messages calling it "surveillance capitalism" and urging people to "get real friends."
Strategic Advertising in a Hostile Environment
Schiffman is aware that "people in New York hate AI ... probably more than anywhere else in the country." He deliberately designed the ads with lots of white space to encourage social commentary on the topic.
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