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September 27.2025

2 Minutes Read

Friend's $1 Million Subway Campaign: A Bold Social Experiment on AI Relationships

AI subway campaign ads in sleek modern corridor.

Friend's Bold Move in the World of AI

Avi Schiffmann, the innovative CEO of the AI startup Friend, is making waves by turning heads—and hearts—with a daring new marketing campaign in New York City. With an impressive $1 million budget, Friend is blanketing the subway system with a provocative message designed to get people talking. This audacious initiative challenges societal norms around artificial intelligence as it aims at building connections in an era defined by technology.

The Controversial Ads: A Deliberate Design

The designs featuring stark white posters are more than just ads; they're invitations for interaction. Schiffmann crafted the visuals himself, embracing minimalism to maximize impact. This approach has sparked intense reactions, with Subway riders expressing their thoughts directly on the advertisements, using phrases like "surveillance capitalism" and "AI trash," demonstrating the public's complex relationship with AI.

A New Kind of Companion: The AI-Powered Wearable

At the heart of this campaign is the wearable device, a sleek gadget priced at $129 that promises to be a "new kind of friend." The wearable listens to conversations and provides responses via a companion app, seeking to redefine companionship in our digital age. But, as Schiffmann himself noted, this device operates at the cutting edge of ethics, placing privacy responsibility squarely on users. As such, the campaign is not just about selling a product—it's sparking vital conversations about the future of human-AI interactions.

The Gamble of Provocation

For Schiffmann, the backlash is part of a strategic gamble. He anticipates that the engagement, both positive and negative, will translate into curiosity about Friend’s offerings. With the campaign running during the back-to-school season and intentionally targeting Gen Alpha, he's positioning Friend as a cultural conversation starter, recognizing that today's youth are particularly invested in their digital relationships and privacy.

Conclusion: What This Means for the Future

As artificial intelligence grows more intricate and integrated into daily life, Friend's subway campaign illustrates both a challenge and an opportunity for connection. These provocative ads are not merely about visibility; they serve as a lens on the evolving landscape of technology in everyday experiences. How we react to these advancements could shape the future of human interaction with AI.

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Friend's $1 Million Subway Campaign: A Bold Social Experiment on AI Relationships

Friend's Bold Move in the World of AI

The Controversial Ads: A Deliberate Design

A New Kind of Companion: The AI-Powered Wearable

The Gamble of Provocation

Conclusion: What This Means for the Future

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