New York — An artificial intelligence-equipped necklace, named “Friend,” has become the target of criticism and graffiti following an advertising blitz that cost over $1 million in the city’s subway system. The device, created by American developer Avi Schiffmann, was originally conceived to transcribe meetings but was repositioned as a “wearable companion” aimed at reducing loneliness and isolation.
Campaign Takes Over 12,000 Subway Spaces
According to the creator, the initiative involved over 11,000 posters inside subway cars, 1,000 posters on platforms, and 130 urban billboards. Commuters reported that stations like West 4th Street were almost entirely covered by the ads.
The investment, confirmed by Schiffmann to Adweek magazine, was intended to introduce the product to the public before sales began. By pressing a button, users speak to the necklace and receive a text response on its display. Furthermore, the device automatically sends encouraging messages on dates like birthdays or before job interviews.
Graffiti Challenges Device’s Social Utility
Within days of the panels being installed, several pieces were defaced with phrases like “AI doesn’t care if you live or die” and “Go make real friends, this is surveillance.” For Schiffmann, the negative reaction “artistically validates” the project. In an interview with Fortune, he stated that “the public completes the work” and described capitalism as “the greatest artistic medium.”
