Friend CEO says it's been 'quite entertaining' after his AI companion startup spent $1 million on subway ads that were immediately defaced

A recent subway advertising campaign by Friend, an AI companion startup, has sparked considerable controversy after the company invested over $1 million in promotional materials that were quickly vandalized. Avi Schiffman, the CEO of Friend, discussed the unexpected reactions during a podcast episode featuring Alex Heath and Ellis Hamburger. The campaign aimed to promote Friend's AI companion, which is designed as a pendant that listens to conversations and interacts through a mobile app. The extensive campaign included more than 11,000 ads on subway cars, over 1,000 posters on platforms, and 130 urban panels. However, many New Yorkers, skeptical of AI technology, responded by defacing the ads with graffiti messages such as "Human connection is sacred" and "AI is not your friend." In the podcast, Schiffman noted that while some may view the expenditure as excessive, he believes it was a worthwhile investment. He stated, "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, which has been quite entertaining." Despite the mixed reactions, Schiffman expressed optimism about the future of AI companions. He believes that as technology advances and societal attitudes shift, people will become more accepting of AI-based relationships. In a follow-up email, Schiffman mentioned that Friend has experienced a significant increase in sales and website traffic since launching the campaign. According to a survey from Common Sense Media, while over a quarter of teenagers reported never having used an AI companion, 52% indicated they engage with them at least a few times a month. However, the reliance on AI for emotional support raises concerns. A tragic incident involving a family suing OpenAI over their son's death highlighted the potential dangers of excessive dependence on AI for guidance. OpenAI has since announced plans to implement new safety measures in sensitive circumstances. Despite the controversies surrounding AI technology, Schiffman maintains that Friend's advertising efforts have been successful, stating, "It's a huge success so far, so I'm happy."