AI Startup Friend Invests Heavily in NYC Subway Advertising

Passengers riding New York City's subway system have recently encountered striking advertisements for Friend, a wearable AI device. The minimalist white designs stand out prominently across stations and trains, marking one of the largest AI-focused ad campaigns to date.

The Scale of the Campaign

Avi Schiffman, CEO of Friend, disclosed to Adweek that the company allocated over $1 million for this marketing push. The investment covers:

• 11,000+ subway car ads
• 1,000 platform billboards
• 130 citywide billboards

The West Fourth Street station received particular attention, with its entire space transformed into a branded showcase for Friend.

Schiffman described this as "the world's first large-scale AI advertising campaign," acknowledging it as a "huge gamble" that has significantly impacted the company's finances.

Controversy and Criticism

The $129 wearable device hasn't been universally welcomed. Critics highlight concerns about:

• Constant monitoring capabilities
• Potential privacy violations
• Questions about AI ethics

A Wired magazine writer publicly denounced the product with the headline "I hate my friend," while some ads have been vandalized with slogans like "surveillance capitalism" and calls to "find real friends."

Strategic Advertising Approach

Schiffman recognized New Yorkers' reputed skepticism toward AI technology. In response, the ad design incorporates:

• Extensive blank space to provoke thought
• Minimalist aesthetic contrasting typical crowded ads
• Deliberate attempts to stimulate public discussion about AI's role in society

The CEO stated: "We knew this would be controversial, but conversation is exactly what we wanted."

Key Points:

✅ Massive Investment: Over $1M spent on NYC subway ads including 11,000+ placements ⚠️ Public Backlash: Device faces criticism over privacy concerns and monitoring features 🎯 Strategic Design: Minimalist approach aims to spark dialogue about AI acceptance