AI Startup Friend Spends $1 Million on Massive NYC Subway Ad Blitz

[cryptohog]

Commuters in New York City are being greeted by a sea of white ads for Friend, a $129 wearable AI device promoted as a personal companion.

CEO Avi Schiffman told Adweek the company has spent over $1 million on more than 11,000 subway car cards, 1,000 platform posters and 130 urban panels. Some stations, such as West 4th Street, are almost entirely covered with Friend ads. Schiffman called it “the world’s first major AI campaign” and admitted the effort was “a huge gamble.”

The campaign comes amid criticism of Friend’s always-on recording feature. Wired described the device as invasive and “I Hate My Friend,” while some subway ads have been vandalized with slogans like “surveillance capitalism” and “get real friends.” Schiffman said he deliberately left ample white space in the ads to spark social commentary on AI.

[kelson10]

Blanketing NYC subways with Friend ads definitely makes it feel like a bold, high-stakes launch.

[jacson4]

Calling it the first major AI campaign shows how much they’re betting on mass adoption.