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.”
The backlash on social media remains divided. Some users see the necklace as a creative solution for those struggling with socialization, while others view the proposition as exploitative and invasive, particularly because it collects sensitive data from personal conversations.
How the Friend Necklace Works
The gadget features a microphone, internet connectivity, and a natural language algorithm. After recording speech, the system processes the information in the cloud and returns short responses displayed on a small screen on the pendant. The company has not detailed which servers it uses or specified data retention policies. The 21-year-old creator asserts that the product learns behavioral patterns to send proactive supportive messages without the user requesting them.
Experts Discuss Psychological Impacts
The promotion of the Friend necklace comes amid ongoing debates about technology and mental health. Psychiatric organizations caution that digital tools can complement, but not replace, human relationships. Research indicates that face-to-face interactions remain the most significant factor in building emotional bonds.
Conversely, AI-driven chat applications are gaining popularity among individuals seeking immediate, non-judgmental companionship. The necklace attempts to merge this trend with the concept of smart jewelry, a category that includes wearables integrated into clothing.
Commercial Next Steps
Schiffmann’s company has not released an exact launch date or final price but indicates plans to begin pre-sales later this year. The founder is also exploring partnerships with electronics stores and e-commerce platforms to expand distribution.
Despite the criticism, the team is keeping the subway ads up and states its intention to “stimulate discussion” about loneliness and technology. The Metropolitan Transportation Authority (MTA), responsible for the stations, has not commented on whether it plans to remove the damaged posters.
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Cassia Freitas holds a degree in Business Administration and a specialization in Fashion Design. She has been working as a jewelry designer since 2012 and is passionate about everything related to style, beauty, and authenticity. As the creator of the blog Sublime Jewels, she shares tips, inspirations, and practical suggestions for those who love fashion, accessories, and want to express their personality with elegance in everyday life.
