AI companion Startup Friend Intentionally Provokes Backlash with Subway Ad Blitz
NEW YORK – AI companionship startup Friend is facing a wave of criticism – and that was the plan.The company launched a $1 million advertising campaign across New York City’s subway system featuring minimalist ads designed to spark public debate about artificial intelligence and loneliness, resulting in defacement and online backlash.
The campaign, timed to coincide with the back-to-school season and target Gen Alpha, represents a significant gamble for Friend, which raised $5.1 million at a $30 million valuation last fall. Founder and creative director Max Schiffmann deliberately designed the ads with ample white space, anticipating – and welcoming - public reaction.
“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 thay would socially comment on the topic.”
Subway riders have responded by vandalizing the ads with messages like “surveillance capitalism,” “stop profiting off loneliness,” and “AI trash.” Schiffmann specifically chose the West Fourth Street station,knowing the neighborhood’s strong opinions.
“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.”
Despite the negative attention, Schiffmann remains optimistic. “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.” He admitted to spending nearly all of the company’s funds on the two-month campaign, calling it “a huge gamble.”
