Summary:
Friend, an AI companion startup, spent over $1 million on a NYC subway ad campaign that's being widely defaced by the public
CEO Avi Schiffmann finds the backlash "entertaining" and believes the publicity is worth the investment, citing a "large uptick in sales & traffic"
The AI companion is a pendant necklace that listens to conversations unprompted and responds via a phone app, raising privacy and ethical concerns
Defaced ads feature messages like "AI is not your friend" and "surveillance tool," reflecting public skepticism towards AI technology
Despite criticism, Schiffmann is optimistic about the future of AI companions, predicting cultural adaptation and technological improvements will drive acceptance
The $1 Million Ad Campaign That Backfired – Or Did It?
New Yorkers are taking matters into their own hands, defacing ads for Friend, an AI companion startup, across the city's subway system. The campaign, which cost the company over $1 million, included more than 11,000 subway car ads, over 1,000 platform posters, and 130 urban panels.
CEO Calls Response "Entertaining"
Friend CEO Avi Schiffmann isn't bothered by the backlash. In fact, he finds it "quite entertaining." During an interview on the "Access" podcast, Schiffmann shared his thoughts on the public's reaction to the massive ad buy.
"I think a lot of people think it's an excruciatingly large amount of money to spend, but I actually think it's really quite cheap," he said. "To buy the entirety of New York's subway for a million dollars doesn't really feel that expensive, especially for the amount of external publicity from it."
What Is Friend?
Friend is an AI companion designed as a pendant necklace. The device listens to conversations unprompted and responds through a related app on the user's phone, positioning itself as a wearable tech friend.
Public Backlash and Graffiti
Skeptical New Yorkers have defaced many ads with anti-AI graffiti. Messages like "Human connection is sacred," "AI is not your friend," "AI wouldn't care if you lived or died," and "surveillance tool" have been scrawled across posters, highlighting concerns about privacy and the role of AI in daily life.
Positive Outcomes Amid Criticism
Despite the negative reactions, Schiffmann reported a "large uptick in sales & traffic" since the campaign launched. He remains optimistic, believing that as AI technology improves and culture adapts, people will become more accepting of AI companions.
"There's going to be one company that comes to your mind, ideally," Schiffmann said. "All roads lead back to Friend.com."
The Broader Context of AI Companions
AI companions, marketed as friends, coworkers, or romantic partners, are becoming more common. A survey by Common Sense Media found that while over a quarter of teenagers had never used an AI companion, 52% used them at least a few times a month.
However, overreliance on AI can have serious consequences. In one case, parents sued OpenAI after their 16-year-old son died by suicide, alleging he used ChatGPT to explore suicide methods. OpenAI has since introduced new safeguards for "sensitive situations."
OpenAI CEO Sam Altman has expressed concern, stating that young people "rely on ChatGPT too much" and that such dependence feels "dangerous."
Schiffmann's Final Take
Despite the controversy, Schiffmann considers the campaign a success. "It's a huge success so far, so I'm happy," he concluded.
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