The Controversy Surrounding the Friend AI Pendant in NYC
If you live in NYC, there’s almost no way you’ve missed the Friend AI pendant subway ad fallout — whether you’ve taken pictures of the most inspired graffiti on the ads in the tunnels, tried to avert your eyes from the near-constant presence of the device pictured on all the ads inside subway cars, or had a friend text you, “What is that thing?”
Founded in 2023, Friend’s $129 chatbot-enabling necklaces began shipping this summer, complemented by a subway ad campaign that reportedly cost the company over $1 million — nearly as much as its domain name. Initial reviews have suggested that the device can create discomfort and often struggles to perform its primary function: listening to conversations and social interactions to offer intelligent feedback.
The Rise of Protests Against Digital Overdependence
Coinciding with the worldwide No Kings protests, a unique protest against the Friend device also took place. This gathering was organized by a coalition advocating for reduced overdependence on digital technology, emphasizing a return to in-person connections over social media and emerging AI technologies.
According to Nick Plante, one of the event organizers, the aim was not only to hold tech companies accountable but also to explore broader societal implications. He stated, “We want not just to hold companies and founders accountable, but we want to move together to answer the question of what’s next.” This sentiment reflects a growing concern about the implications of fast-evolving technology on human relationships.
Friend’s CEO Response
Avi Schiffmann, the founder of Friend, acknowledged the backlash by posting an image of a flyer that read, “I heard you New Yorkers got beef with me. Let’s hash this out once and for all, before we go bankrupt.” The flyer invited people to discuss their concerns while encouraging creativity with markers as they expressed their sentiments about the product.
During the protest, participants engaged in defacing promotional banners, with some labeling the AI device as a poor substitute for genuine human interaction. Schiffmann noted he arrived in New York in response to the outcry and described the gathering as a “productive conversation.”
Documenting the Moment
Schiffmann also shared a photo of a signed document stating he would not sell friend.com to big tech CEOs for surveillance purposes. Additional footage captured protestors tearing apart a paper cutout of the Friend device while chanting phrases like “Get real friends” and “Fuck AI,” illustrating a strong community sentiment against the encroachment of technology into personal lives.
The enthusiasm and creativity during the protest indicate that New Yorkers are not resistant to technology altogether; they are merely advocating for ethical considerations and human connection over digital replacements. For the CEO of Friend, the ongoing attention—even if negative—can still be seen as a form of engagement in a city often indifferent to advertising saturation.
As discussions about technology’s role in personal relationships continue to unfold, it remains clear that products like the Friend AI pendant will find themselves at the center of both innovation and debate.
Image Credit: www.theverge.com
