Summary:
AI startup Friend spent over $1 million on a massive NYC subway ad campaign, including thousands of ads and posters.
CEO Avi Schiffman called it a "huge gamble" and the "world's first major AI campaign," despite having limited funds left.
The wearable AI device has sparked controversy, with critics labeling it as "surveillance capitalism" and ads being vandalized.
Schiffman deliberately used white space in ads to provoke social commentary, targeting New Yorkers who are highly skeptical of AI.
AI Startup Friend's Massive Subway Ad Campaign
If you've ridden the New York City subway lately, you've likely encountered the stark white advertisements for Friend, a wearable AI device. These ads have become ubiquitous, sparking curiosity and controversy alike.
The $1 Million Bet on Subway Advertising
CEO Avi Schiffman revealed to Adweek that the company invested more than $1 million in this extensive campaign. This included over 11,000 ads on subway cars, 1,000 platform posters, and 130 urban panels. Some stations, like West 4th Street, are completely saturated with Friend promotions, making it impossible to miss.
Schiffman boldly claimed this as "the world's first major AI campaign," acknowledging it as "a huge gamble." He admitted, "I don't have much money left," highlighting the high-stakes nature of this marketing move. While other AI ads have been criticized for their effectiveness, this print campaign stands out for its sheer scale.
Controversy and Public Reaction
The $129 Friend device has faced significant backlash. Wired published a scathing review titled "I Hate My Friend," criticizing its constant surveillance features. This sentiment has spilled over into the real world, with some subway ads being vandalized. Messages like "surveillance capitalism" and "get real friends" have been scrawled across them, reflecting public distrust.
Schiffman is no stranger to this animosity. He noted that "people in New York hate AI … probably more than anywhere else in the country." In response, he intentionally designed the ads with ample white space to encourage social commentary, turning potential negativity into engagement.
Image Credits: Joe Josephs / Getty Images
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