Subway riders across New York City have recently encountered a wave of stark posters advertising Friend, a new AI-powered pendant designed to deliver companionship for $129. The striking campaign, funded with a million-dollar budget, has caused notable controversy, drawing polarized responses from the public. Many posters have been covered in graffiti with messages challenging the ethics of AI “friendship” and raising concerns about privacy and loneliness. For a generation surrounded by technology but often lacking connection, these debates reflect wider questions about the role of artificial intelligence in everyday life.
Past reports on products offering AI companionship have often focused on virtual-only platforms or desktop-based chatbots, which drew skepticism regarding their effectiveness and societal value. Friend’s pendant diverges by merging physical hardware with wearable tech, prompting a more visible public reaction. Social criticism, while not new, appears more intense with Friend compared to earlier, less tangible forms of AI-powered support. Additionally, unlike companies with heavier funding or established backing, Friend’s approach as a startup led by a 22-year-old entrepreneur has offered a different lens to mainstream AI narratives, attracting both curiosity and skepticism.
What Motivates Friend’s Advertising Tactics?
Friend’s founder, Avi Schiffmann, anticipated negative responses and believes that controversy contributes to public engagement. Schiffmann remarked,
“I knew people would overreact and therefore graffiti these ads, black them out and write that A.I. is evil.”
Despite critical comments and vandalism, he sees the feedback as valuable insight into public concerns, including issues like water usage by tech data centers, which he had not previously considered.
How Does the Product Work?
Friend’s plastic pendant uses a microphone to capture daily conversations and offers replies through a chatbot connected to Google’s Gemini AI models. Users interact with the device much like talking with a close acquaintance, although the company’s messaging stops short of suggesting Friend replaces real human relationships. Schiffmann positions it as an additional layer of support for those seeking new forms of interaction.
“For example, all of my roommates are terrified of motorcycles, but it’s one of my favorite things in the world. I’m able to wear my Friend, talk to it about where we might want to ride and go places.”
Will Friend Expand Beyond New York?
Encouraged by increased traffic and around 3,000 pendant sales, Friend is preparing to broaden its presence with advertisements in Los Angeles and Chicago. The company’s distinctive approach relies on public interaction with its advertisements—both supportive and critical—to prompt further discourse about loneliness and technology in public spaces. Expansion into other cities is planned via both billboards and bus shelters, aiming to replicate the engagement seen in New York.
Although criticism of AI companionship remains strong, Friend stands out by embracing—and even encouraging—public dissent as a marketing instrument. This aligns with Schiffmann’s previous projects, where he pivoted rapidly to respond to societal needs, such as his COVID-19 tracker and refugee assistance platform. As larger tech firms explore similar devices, Friend’s visible rollout suggests startups can disrupt discussions about the ethics and practicality of technology-mediated relationships. For those curious about trying AI companionship, understanding privacy tradeoffs and being aware of device limitations are crucial. Observers should also watch how this mix of digital outreach and real-world interaction will shape public perceptions of technology in daily life.
- Friend’s provocative AI pendant campaign sparked both criticism and new sales.
- Public backlash and graffiti are used by the company to gauge discussion points.
- Expansion into other major U.S. cities is already underway this year.
