The founder of Friend is betting on making enemies.
Avi Schiffmann, CEO of the AI companion startup, poured more than $1 million dollars into a New York City subway takeover—plastering stations and cars across all five boroughs with stark white posters that practically beg to be defaced.
“This is the world’s first major AI campaign. We beat Open AI and Anthropic and all these other companies to the punch,” Schiffmann told ADWEEK.
The campaign runs entirely in print, with more than 11,000 car cards, over 1,000 platform posters, and 130 urban panels. It dominates key locations, including the long underground walkway at West Fourth Street.
The copy on one of the ads reads: “[frend] noun. Someone who listens, responds, and supports you.”
A new kind of friend
The centerpiece of Friend’s campaign is its AI-powered wearable device, which hangs around the neck as a sleek, minimalistic disc reminiscent of an Apple AirPods case.
Founded in 2023, Friend’s device listens to conversations without being prompted, tracking interactions and offering commentary on daily activities. Tapping it prompts responses through a companion app, with replies delivered by voice or text.
Priced at $129, the device has been selling about 400 units per week since July 30, Schiffmann said. He described it as “the ultimate confidant, someone to talk to about things in your life,” and said it represents “a new kind of companion and relationship.”
The device’s privacy policy puts responsibility on the wearer, stating that users must comply with local surveillance laws–but its unprompted listening is a potential harbinger for privacy lawsuits.
Friend’s subway takeover comes as AI startups and tech giants seek to build trust with consumers through brand campaigns, some of which have drawn criticism and backlash. Like many companies attempting to promote their technology, the ads by Friend have quickly become a magnet for criticism.
A deliberate gamble
Schiffmann designed the creative on Figma and wrote the copy himself with the intention of deliberately courting conversation, he said. The minimalist creative is heavy on white space, purposefully daring viewers to react.
And people have indeed reacted. Some subway riders have defaced the ads with phrases like “surveillance capitalism,” “stop profiting off loneliness,” and “AI trash.”
“I know people in New York hate AI, and things like AI companionship and wearables, probably more than anywhere else in the country,” Schiffmann said. “So I bought more ads than anyone has ever done with a lot of white space so that they would socially comment on the topic.”
“I specifically chose [West Fourth Street] because I know the vibe of that station, and the people around that neighborhood,” he continued. “I know that they’ll share their opinions the strongest as well.”
The two-month run is timed to coincide with back-to-school season and targets Gen Alpha. It represents a significant bet for the company, which raised a little over $5 million at a $30 million valuation last fall, Schiffmann said.
“I don’t have much money left. I spent it all on this. It’s a huge gamble,” he admitted.
For now, Schiffman doesn’t mind that the ads have sparked both curiosity and criticism.
“There’s a lot of focus and hatred on the audacity of the campaign,” he said. “The product in its current state really is a big hit amongst the right people. We’ll continue improving the product.”
