Advertisements for Friend, a wearable companion powered by artificial intelligence, is defaced with a marker saying 'We don’t have to accept this future', in New York on Oct 4, 2025. An ad campaign for a wearable AI companion has blanketed New York City, starting conversations and inspiring vandalism. — Hiroko Masuike/The New York Times
There is often talk of a looming takeover by artificial intelligence. But ask anyone who’s ridden the New York City subway recently, and they’ll probably tell you it’s already here. Well, kind of.
An advertisement deluge for an AI startup called Friend.com has flooded subway cars and stations across the city’s five boroughs over the last six weeks. Its product is a wearable AI pendant that, for US$129, will listen to your conversations and become your friend.
