AI startup Friend spent more than $1M on all those subway ads

In a striking move, the AI startup Friend has poured more than $1 million into a subway advertising blitz across New York City. Travelers on the subway have likely encountered the eye-catching white ads promoting their wearable AI device. CEO Avi Schiffman revealed to Adweek that the ambitious campaign features over 11,000 ads inside subway cars, 1,000 posters on platforms, and 130 urban panels, with some stations like West 4th Street being completely overrun by Friend's advertisements. Schiffman boldly claims this initiative marks the world's first significant AI advertising campaign. While some AI advertisements have been criticized for their effectiveness, the scale of this print campaign is unprecedented. He views the venture as a substantial risk, admitting, "I don’t have much money left," indicating the high stakes involved. Friend’s device, priced at $129, has sparked controversy, with critiques from various quarters, including Wired, where writers have expressed disdain for its constant surveillance capabilities. Some ads have even been defaced, with messages criticizing the product as a form of "surveillance capitalism" and calling for people to seek real friendships instead. Acknowledging the skepticism towards AI in New York—arguably more intense than in other parts of the country—Schiffman intentionally chose a minimalist design with ample white space in the ads to provoke thought and discussion about the implications of AI in everyday life.