An advertising campaign for a new AI-powered wearable device called “Friend” has been met with significant public resistance in New York City. Subway advertisements for the $129 pendant, designed to be an always-on AI companion, were quickly defaced with graffiti, reflecting widespread concerns about privacy and the role of artificial intelligence in human relationships.
The startup behind the device claims the negative reaction was an anticipated part of its marketing strategy. However, the incident, coupled with critical product reviews and warnings from civil liberties groups, has ignited a broader conversation about the societal acceptance of pervasive AI technology.
Key Takeaways
- Advertisements for the “Friend” AI pendant in New York City subways were defaced with anti-AI messages.
- The CEO of the company stated the public backlash was an intentional part of a $1 million marketing campaign.
- Technology reviewers have criticized the device for poor performance and limited functionality.
- Privacy advocates, including the ACLU, have raised concerns about the potential for surveillance and data misuse.
Public Backlash Manifests in Graffiti
Shortly after their debut, posters promoting the “Friend” AI pendant across New York City's subway system became canvases for public dissent. Commuters altered the ads with handwritten messages that challenged the premise of an AI companion. Phrases such as “Befriend something alive” and “AI wouldn’t care if you lived or died” were written directly onto the advertisements.
This physical response highlights a growing public skepticism toward technologies that aim to simulate human connection. The graffiti serves as a direct form of social commentary, questioning the value and ethical implications of replacing genuine interaction with an artificial counterpart.
The Rise of Wearable AI
The “Friend” pendant is part of a new wave of AI-powered wearable devices designed for constant interaction. These gadgets aim to integrate AI more seamlessly into daily life, moving beyond smartphones to offer persistent, voice-activated assistance and companionship. However, their always-on nature has also intensified public debate about data privacy and the psychological effects of such technology.
The sentiment was echoed by others, including comedian Josh Gondelman, who publicly criticized the device. The American Civil Liberties Union (ACLU) also issued a warning, stating that a device designed to constantly listen could create significant surveillance risks. The organization cautioned that data collected by the pendant could potentially be accessed by hackers, corporations, or government agencies.
A Controversial Marketing Strategy
In response to the widespread criticism and vandalism, the CEO of the startup Friend, 22-year-old Avi Schiffmann, made a surprising claim. He stated that the negative reaction was not only expected but was a deliberate component of the company's marketing strategy. Schiffmann said he intentionally designed the ads with blank spaces to encourage public interaction, including graffiti.
According to interviews, the company invested over $1 million in the subway ad campaign. Schiffmann suggested that New York City was chosen specifically for its residents' known skepticism toward new technology, believing this environment would provoke a strong response and generate discussion around the product.
"We chose New York because New Yorkers have an aversion to AI," Schiffmann explained, framing the backlash as a successful engagement tactic.
This approach has been met with mixed reactions. While some may view it as an innovative form of viral marketing, others criticize it for appearing to trivialize genuine public concerns about privacy and the ethics of AI. The strategy raises questions about corporate responsibility in addressing public fear surrounding emerging technologies.
Product Performance Under Scrutiny
Beyond the ethical and marketing debates, the “Friend” pendant's practical functionality has been heavily criticized by technology reviewers. Independent tests of the device suggest its performance does not meet the promises of a seamless AI companion.
Victoria Song of The Verge conducted a hands-on review and reported significant usability issues. She found that the pendant's single microphone struggled to pick up voice commands, undermining its core function of listening. Song described the AI's conversational abilities as “formulaic,” noting that it often just paraphrased what the user said to prolong the interaction without adding substantive value.
Key Criticisms from Reviews:
- Poor Audio Capture: The device's microphone reportedly fails to reliably hear user commands.
- Formulaic Responses: The AI's interactions were described as repetitive and lacking meaningful depth.
- Social Awkwardness: Reviewers noted the device felt out of place in social settings and failed to generate positive interest.
Reporters Kylie Robison and Boone Ashworth from Wired shared a similar experience, describing the device as “socially awkward.” Robison observed that wearing the pendant in public did not spark curiosity or excitement from onlookers, suggesting it lacks the appeal of other innovative gadgets. These reviews paint a picture of a product that, in its current form, struggles with both its technical execution and its social integration.
Wider Implications for Privacy and Human Connection
The controversy surrounding the “Friend” pendant taps into a much larger societal conversation about the future of AI. The primary concern revolves around privacy. A device that is always listening collects a vast amount of personal data, from casual conversations to sensitive personal information.
The ACLU’s warning underscores the potential for this data to be misused. As AI technology becomes more integrated into personal devices, the line between helpful assistance and invasive surveillance becomes increasingly blurred. Consumers and regulators are now grappling with how to establish clear boundaries to protect personal information.
Furthermore, the product's premise raises fundamental questions about human relationships. Critics argue that relying on AI for companionship could devalue real human connection and lead to social isolation. The graffiti on the subway ads directly reflects this fear, urging people to seek authentic relationships rather than artificial ones. As companies continue to develop AI companions, the debate over balancing technological innovation with the preservation of human values will only intensify.