Friend: The AI startup that invests more than $1M in advertising

Table of Contents

TL;DR: Friend invests $1M in advertising on the NYC subway

  • The startup Friend has spent more than $1 million on an advertising campaign in the New York City subway.
  • The campaign includes more than 11,000 ads in subway cars, 1,000 posters on platforms, and 130 street-level panels.
  • The advertising has generated mixed reactions, including vandalism and criticism about surveillance.
  • CEO Avi Schiffmann considers the campaign a “big risk” and a way to start a conversation about AI.
  • Friend’s device, which costs $129, has been the subject of controversy over its privacy policy.

Introduction to Friend’s advertising campaign

The artificial intelligence startup Friend has launched an ambitious advertising campaign in the New York City subway, highlighting its wearable device that promises to be a smart companion. This campaign, which has captured New Yorkers’ attention, is billed as the first major AI advertising campaign in the world, according to its CEO, Avi Schiffmann.

Details of the advertising investment

Breakdown of advertising spend

Friend has allocated more than $1 million to its campaign, which includes an impressive number of ads: more than 11,000 in subway cars, 1,000 on platforms, and 130 on street-level panels. This investment aims to maximize the product’s visibility in a dense urban environment.

Reach and placement of the ads

The ads are strategically placed in key stations, such as West 4th Street, where they dominate the visual space. Schiffmann designed the campaign so that the minimalist design and use of white space encourage interaction and debate among passengers.

Public reactions and controversies

Criticism of the campaign

The campaign has faced significant criticism. Some outlets have noted that Friend’s device represents a form of “surveillance capitalism.” The ads have been vandalized with messages criticizing the intrusive nature of the technology.

“I Hate My Friend.”
Writers at Wired

Vandalism and social commentary

Vandalism of the ads has been a common response, with messages urging people to “stop profiting from loneliness.” This has led to a broader debate about the ethics of AI technology and its impact on everyday life.

Goals and expectations of the campaign

Marketing goals of-

friend”>Friend’s marketing goals

Friend seeks to position itself as a leader in the AI device market, especially among younger generations. The campaign is designed to spark conversation and draw attention to the product, which is presented as a personal “confidant.”

Measuring effectiveness

Avi Schiffmann has expressed his intention to measure the campaign’s impact through public response and device sales. The campaign coincides with the start of the school year, which could influence the product’s adoption among younger consumers.

The future of Friend and its device

Product development

Friend has been working on improving its device, which sells for $129 and has had sales performance of approximately 400 units per week. Schiffmann has indicated that the product will continue to evolve in response to user feedback.

Impact on the AI market

Friend’s campaign comes at a time when AI startups and big tech companies are seeking to build trust with consumers. The controversy generated by the campaign could influence public perception of AI and its acceptance in daily life.

Friend’s bold advertising campaign in the New York subway

An innovative approach to advertising

Friend’s advertising strategy is based on a bold and provocative design that aims not only to inform, but also to prompt reflection and debate about artificial intelligence and its role in society.

Reactions and controversies surrounding Friend

Despite the criticism, the campaign has managed to capture the attention of a broad audience, generating both interest and discontent. This could be an indicator that the conversation about AI is far from over.

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