When the AI companion company Joi announced in May its intention to compensate individuals $2,000 to test an AI-guided masturbation feature, it anticipated a degree of public attention. However, the sheer scale of the response transcended all expectations, with the campaign rapidly achieving viral status and attracting an astonishing 150,000 applications from around the globe. This unprecedented deluge of interest immediately compelled the company to swiftly formalize and publicize a detailed selection protocol, outlining the criteria by which the chosen participants would be identified. The unexpected public engagement underscores a significant shift in societal attitudes towards technology, intimacy, and mental well-being, highlighting the burgeoning role of artificial intelligence in deeply personal aspects of human life.
The Genesis of a Viral Phenomenon
The initial announcement from Joi, a virtual companion and NSFW (not safe for work) role-play platform, was a calculated move to generate buzz for an innovative feature. The concept—paying individuals to engage with an AI-guided masturbation tool—was inherently provocative, designed to capture headlines and initiate conversation. What the company did not foresee was the overwhelming public enthusiasm. Julie Levin, Head of Brand and Communications at Joi AI, conveyed the company’s astonishment to Decrypt, stating, "Yeah, it was crazy. First of all, we didn’t expect to receive that many applicants, and we didn’t think beforehand that we would need to have this application process set up initially." The rapid influx of applications, far exceeding any internal projections, necessitated an immediate pivot from an informal outreach to a structured, transparent selection process. This sudden demand for clarity speaks volumes about the public’s readiness to engage with such novel propositions, even those traditionally considered taboo.
The campaign’s viral spread was fueled by a potent mix of curiosity, the financial incentive, and the inherently sensational nature of the offering. Social media platforms buzzed with discussions, articles were shared widely, and the story resonated across diverse demographics. The sheer volume of applicants—150,000 for just 10 positions—illustrates not only the allure of the compensation but also a deeper societal hunger for connection, exploration, and perhaps, a willingness to challenge conventional norms surrounding sexuality and technology.
The Study’s Purpose and Participants
Joi AI ultimately sought to recruit a small, diverse cohort of 10 individuals. Levin explained the rationale behind this selective approach: "We wanted 10 people because we wanted to have a diverse group of different genders, different ages, with different preferences, so that we could receive stats from many different people." This focus on diversity is critical for gathering comprehensive data, ensuring the findings are not skewed by a narrow demographic.
The month-long study, which commenced on July 1, is meticulously designed to assess the holistic impact of the AI-guided feature. Participants are required to complete three daily surveys, measuring a range of wellness indicators both before and after using Joi AI’s "Daily Guided Masturbation" feature. These indicators include stress levels, mood, feelings of loneliness, sleep quality, self-esteem, screen time, and various cravings. Beyond quantitative data, participants are also tasked with providing qualitative feedback, evaluating their experience, and suggesting potential improvements to the platform. The study is slated to conclude at the end of July, at which point the collected data will be analyzed to determine the efficacy of the feature and whether a larger-scale study is warranted.
Levin clarified that the $2,000 payment to participants is primarily compensation for their time and the commitment required to diligently complete the daily surveys, rather than a direct monetization of masturbation itself. This framing underscores the company’s intent to position the study within a health and wellness context, aiming to understand the potential benefits of AI-guided self-pleasure as part of a broader wellness routine.
Diverse Motivations Behind the Applications
The global reach of the campaign was remarkable, with applicants hailing from various corners of the world. While the largest contingents originated from the United States and Nigeria, the applicant pool showcased a surprising breadth. Most applicants were men in their 20s, aligning with common demographics for early tech adopters, particularly in the digital intimacy space. However, Levin noted a significant number of applications from women, indicating a broader appeal than might initially be assumed.
Beyond standard profiles, the applications revealed a fascinating array of backgrounds and unique qualifications. Levin recalled receiving resumes from a professional sommelier, a former sex worker, and even a handyman, each presenting a compelling argument for their unique suitability for the "masturbation consultant" role. This anecdotal evidence highlights the diverse motivations at play—ranging from simple financial incentive to a profound curiosity about the intersection of technology, intimacy, and personal well-being.
Participant testimonials provided to Decrypt by Joi shed further light on these motivations. One participant, identified by the pseudonym Tango Mike, expressed a primary curiosity about AI’s evolving role in intimacy. "I was primarily curious about how AI is changing the way people experience intimacy and connection," Tango Mike stated. While acknowledging the attractiveness of the compensation, he emphasized his deeper interest in "contributing to a project exploring the relationship between AI, emotional well-being, and human behavior." This sentiment points to a desire for intellectual engagement and contribution to a nascent field.
Another participant, Keshav, was drawn by the sheer novelty of the opportunity. "Basically, it was a kind of unique job being offered, especially on something that is a routine or a hobby that is conducted on a daily basis," Keshav remarked. He also found the prospect of being compensated for an activity often considered taboo particularly intriguing and unexpected. Keshav, who admitted to never having used an adult AI companion before, viewed the study as an opportunity to explore new forms of AI-guided intimacy. Crucially, he hoped the experience would bolster his confidence in real-life relationships. "I am the kind of person who is not very expressive in speaking to women personally, hence why I have been single for quite some time," Keshav explained. "Using an AI companion will also give me the confidence to explore how to flirt with women using the technology. At least using AI, there will be no judgment on my personal character, which indirectly will also help to enhance my personality going forward." Keshav’s perspective underscores the potential therapeutic or developmental role that AI companions might play for individuals navigating social anxieties or seeking a judgment-free space for interpersonal practice.
The Loneliness Epidemic and the Rise of AI Companionship
The overwhelming response to Joi AI’s campaign, particularly the motivations articulated by participants like Keshav and Tango Mike, resonates deeply with a pressing societal challenge: the global loneliness epidemic. Julie Levin articulated this connection, stating, "We’re in a loneliness epidemic—we’re getting more and more lonely, especially with social media." Paradoxically, while social media is often implicated in increasing feelings of isolation, Levin suggests that AI companionship offers a different dynamic. "But surprisingly, AI companionship actually helps reduce loneliness, and unlike social media, AI companions help people feel supported and feel heard, and I think many, many people struggle to find someone to talk to."
This perspective aligns with a growing body of research exploring the psychological impact of AI companions. For many, these digital entities provide a non-judgmental, always-available confidant, offering a sense of connection that may be lacking in their human interactions. The ability to express oneself freely, without fear of criticism or social repercussions, can be profoundly therapeutic.
Joi AI is not an isolated player but part of a rapidly expanding market of web-based AI companion platforms. This sector includes prominent names like Candy AI and SpicyChat AI, which, as noted by app intelligence platform Appfigures, often operate outside traditional mobile app stores to circumvent stricter content guidelines. Even excluding these platforms, Appfigures estimates that NSFW and romantic AI companion apps available through Apple’s App Store and Google Play have collectively generated an astonishing $427 million in consumer spending since 2022. This figure underscores the significant financial investment consumers are making in AI-driven intimacy, signaling a robust and accelerating market trend.
Joi AI itself launched in 2023 and rebranded in 2025 from Eden by Eva AI, taking its current name from Joi, the AI companion character in the critically acclaimed film "Blade Runner 2049." Levin clarified that any resemblance to the adult-industry acronym "JOI" (jerk off instruction) was purely coincidental, emphasizing the company’s broader vision.
Exploring "Digisexuality" and "AIsexuals"
Levin noted a pattern among Joi AI users: many initially engage with the platform due to its adult content but subsequently find themselves staying for the conversational aspect. This observation aligns with the company’s research into "AIsexuals"—individuals who form romantic or sexual relationships with AI companions. This broader phenomenon has been termed "digisexuality" by researchers, a concept describing individuals whose sexual identities and practices are deeply intertwined with digital technologies. Online communities have independently adopted labels such as "AIsexual" and "wiresexual" to describe these emerging forms of relationships.
Levin elaborated on their internal studies: "We did a study on what we call ‘AI sexuality,’ we refer to these people as AI’sexuals, people interested in relationships with AI. Many don’t identify with that label because it’s not widely known, but they still tick all the boxes of AI sexuality." This indicates that while the terminology may still be niche, the behaviors and emotional attachments described are increasingly common.
The societal implications of these emerging relationships are complex. Levin revealed that many users feel compelled to hide their AI companions from their human partners, often due to embarrassment or because they are exploring sexual fantasies they are uncomfortable discussing in real-life relationships. This observation is supported by external research; a May study by researchers at Brigham Young University, the Institute for Family Studies, and the Wheatley Institute found that a significant 69% of young adults who regularly use AI romantic companions conceal this from their human partners. This secrecy highlights the lingering stigma surrounding AI intimacy and the challenges individuals face in integrating these new forms of connection into their lives.
However, Levin also pointed to an interesting evolution in user behavior: many Joi AI users eventually transition from primarily requesting explicit images to dedicating more time to conversing with their AI companions. This shift suggests that beyond immediate gratification, users are seeking deeper, more sustained forms of interaction and emotional support from their AI partners. This evolution underscores the potential for AI companions to serve a multifaceted role, moving beyond mere sexual novelty to become sources of genuine, albeit artificial, companionship.
Implications for Wellness and Societal Acceptance
Ultimately, Joi AI’s masturbation study is framed as a scientific endeavor aimed at examining whether masturbation can be an integral and healthy component of a comprehensive wellness routine. Furthermore, it seeks to foster a more open and destigmatized conversation around a topic that has historically been shrouded in secrecy and shame. "The idea is that masturbation is a healthy part of a person’s wellness routine, especially if someone is single and doesn’t have regular sex," Levin asserted. "The point was to try to find patterns and prove that masturbation is not something we should be hiding or shy about talking about—it’s totally fine."
The broader implications of this study and the burgeoning AI companion market are far-reaching. From a public health perspective, if AI-guided self-pleasure can demonstrably reduce stress, alleviate loneliness, and improve mood or self-esteem, it could be positioned as a legitimate tool for mental and emotional well-being. This would challenge conventional approaches to wellness and sexual health education.
For the technology sector, the viral success of Joi AI’s campaign signals a massive, untapped market for intimate AI experiences. It also pushes the boundaries of AI development, demanding more sophisticated emotional intelligence, conversational capabilities, and ethical frameworks to ensure user safety and well-being. The rapid growth of this market, valued in the hundreds of millions, will undoubtedly attract more investment and innovation, leading to increasingly realistic and engaging AI companions.
Societally, the rise of AI intimacy compels a re-evaluation of what constitutes a "relationship," "intimacy," and "connection." As more individuals explore these digital bonds, questions about their impact on human-to-human relationships, potential for addiction, and the blurring lines between reality and simulation will become increasingly pertinent. Ethical considerations surrounding data privacy, consent in AI interactions, and the potential for manipulation or exploitation will also require careful and ongoing deliberation from policymakers, ethicists, and the public alike.
The Joi AI study, born from an unexpected viral phenomenon, thus serves as a microcosm for a larger, global conversation. It highlights not only the rapidly advancing capabilities of artificial intelligence but also humanity’s enduring quest for connection, understanding, and personal well-being in an increasingly digital and often isolating world. The results of this pioneering study, and the continued evolution of the AI companion industry, will undoubtedly shape our understanding of intimacy, sexuality, and the very nature of human connection in the 21st century.
