AI Startup's $1M+ Subway Ad Spend

The Extensive Subway Advertising Campaign for the "Friend" AI Device

Recent travelers on the New York City subway system have likely encountered prominent, white-colored advertisements for an AI-powered wearable device known as Friend.

Significant Investment in Subway Advertising

Avi Schiffmann, the CEO of Friend, revealed to Adweek that the company invested over $1 million in an advertising initiative.

This campaign encompasses more than 11,000 advertising cards displayed within subway cars, 1,000 posters positioned on station platforms, and 130 urban panels throughout the city.

Certain subway stations, such as West 4th Street, are now almost entirely covered with Friend advertisements.

A Bold Move in AI Marketing

Schiffmann characterized this advertising push as “the world’s first major AI campaign.”

While other advertisements utilizing AI have appeared previously, their effectiveness has been debated, and none have matched this campaign’s scale.

He acknowledged the venture as “a huge gamble,” further stating that the company’s financial resources are now considerably depleted.

Controversy Surrounding the Friend Device

The $129 Friend device has sparked debate, with Wired writers recently voicing strong criticism regarding its continuous monitoring capabilities.

Their review concluded with the statement, “I Hate My Friend.”

Furthermore, some of the Friend advertisements themselves have been subject to vandalism, featuring messages denouncing the device as “surveillance capitalism” and encouraging individuals to “get real friends.”

Strategic Advertising Approach

Schiffmann indicated an understanding that New Yorkers exhibit a particularly strong aversion to AI, potentially more so than residents of other parts of the United States.

Consequently, he intentionally designed the advertisements with substantial white space to provoke social commentary on the subject matter.