Controversial AI Device ‘Friend’ Launches $1M Subway Ad Campaign in Surveillance-Wary NYC

A wearable artificial intelligence (AI) device named Friend has been at the forefront of a significant advertising campaign within New York City’s subway system. The company behind Friend, led by CEO Avi Schiffman, invested over $1 million into this campaign, featuring more than 11,000 ads on various subway cars, 1,000 platform posters, and 130 urban panels. High-traffic stations like West 4th Street have been primarily adorned with Friend advertisements.

Schiffman referred to this campaign as “the world’s first major AI advertising initiative,” acknowledging the potential risks involved, given that he admitted, “I don’t have much money left.” The device itself retails at $129 but has received criticism for its constant surveillance capabilities, with some even declaring, “I Hate My Friend” in a Wired article.

Additionally, certain Friend advertisements have faced vandalism, displaying messages that denounce the product as an embodiment of “surveillance capitalism” and encouraging onlookers to prioritize real human relationships instead. Schiffman seems to have anticipated this backlash, strategically placing ads with generous amounts of white space to encourage discussions about AI’s role in society.