Friend AI Startup Invests Over $1M in NYC Subway Ads

September 28, 2025
AI startup Friend has launched a massive advertising campaign in New York City's subway system, spending over $1 million on ads for its wearable AI device.

Friend, an AI startup, has embarked on a significant advertising campaign in New York City's subway system, spending over $1 million to promote its wearable AI device. The campaign includes more than 11,000 cards on subway cars, 1,000 platform posters, and 130 urban panels, with some stations like West 4th Street being completely dominated by Friend ads. This initiative is described as the world's first major AI campaign of this scale.

The campaign has not been without controversy. Friend's $129 device has faced criticism for its constant surveillance capabilities, with some ads being vandalized with messages against "surveillance capitalism." Despite the backlash, CEO Avi Schiffman acknowledges the public's mixed feelings towards AI, especially in New York, and intentionally designed the ads with ample white space to provoke social commentary.

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