Archive — US — techcrunch
AI startup Friend spent more than $1M on all those subway ads
AI startup Friend has spent over $1 million on a New York City subway ad campaign for its wearable device. CEO Avi Schiffman calls it the world's first major AI campaign. Despite backlash and vandalism against the ads, Schiffman acknowledges the gamble, emphasizing social commentary in a city skeptical of AI.
Key points
- Friend spent more than $1 million on subway ads for their wearable AI device, totaling over 11,000 cards, 1,000 platform posters, and 130 urban panels.
- CEO Avi Schiffman described the campaign as a significant gamble, admitting to limited funds remaining.
- The device, priced at $129, faces criticism for promoting surveillance, with counterarguments from writers and vandalism on the ads.
- Schiffman is aware of the strong anti-AI sentiment in New York and opted for ad designs with significant white space to spark social commentary.
Why it matters
- The campaign highlights growing trends in the IT sector regarding public perception of AI and surveillance technology.
- Reflects a broader narrative in 2025 as companies grapple with public resistance to technology perceived as invasive.
- This marketing strategy follows a historical trend in tech where companies face backlash yet push forward with bold advertising.
- Similar large-scale ad campaigns in tech show the challenges of gaining public trust amid rising skepticism towards AI.
Friend's aggressive subway ad campaign showcases the challenges tech companies face with public perception while attempting to innovate in the AI space, raising questions about surveillance and reliance on technology.