The founding father of Buddy is betting on making enemies.
Avi Schiffmann, CEO of the AI companion startup, poured greater than $1 million {dollars} right into a New York Metropolis subway takeover—plastering stations and vehicles throughout all 5 boroughs with stark white posters that virtually beg to be defaced.
“That is the world’s first main AI marketing campaign. We beat Open AI and Anthropic and all these different firms to the punch,” Schiffmann advised ADWEEK.
The marketing campaign runs fully in print, with greater than 11,000 automobile playing cards, over 1,000 platform posters, and 130 city panels. It dominates key areas, together with the lengthy underground walkway at West Fourth Road.
The copy on one of many adverts reads: “[frend] noun. Somebody who listens, responds, and helps you.”
A brand new sort of buddy
The centerpiece of Buddy’s marketing campaign is its AI-powered wearable machine, which hangs across the neck as a modern, minimalistic disc harking back to an Apple AirPods case.
Based in 2023, Buddy’s machine listens to conversations with out being prompted, monitoring interactions and providing commentary on every day actions. Tapping it prompts responses by means of a companion app, with replies delivered by voice or textual content.
Priced at $129, the machine has been promoting about 400 items per week since July 30, Schiffmann mentioned. He described it as “the final word confidant, somebody to speak to about issues in your life,” and mentioned it represents “a brand new sort of companion and relationship.”
The machine’s privateness coverage places accountability on the wearer, stating that customers should adjust to native surveillance legal guidelines–however its unprompted listening is a possible harbinger for privateness lawsuits.
Buddy’s subway takeover comes as AI startups and tech giants search to construct belief with customers by means of model campaigns, a few of which have drawn criticism and backlash. Like many firms trying to advertise their expertise, the adverts by Buddy have rapidly turn into a magnet for criticism.
