Joi AI's $2,000 Masturbation Study Draws 150,000 Applications
In brief
- Joi AI's $2,000 paid study attracted 150,000+ applications for 10 consultant positions testing an AI-guided intimate feature.
- Study participants came from around the world, with largest groups from the United States and Nigeria, predominantly men in their 20s.
- Month-long trial measured stress, mood, loneliness, sleep, self-esteem, and wellness indicators via daily surveys.
The Study and Response
Joi AI wanted to select 10 people for the study to have a diverse group across different genders, ages, and preferences. Applicants came from around the world, with the largest groups from the United States and Nigeria. Most applicants were men in their 20s, though women also applied in significant numbers.
The company framed the $2,000 payment as compensation for the time and commitment required to complete daily surveys rather than monetizing masturbation itself. "Yeah, it was crazy," said Julie Levin, Head of Brand and Communications at Joi AI. "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 month-long study began on July 1 and ran through July. Participants completed three daily surveys measuring changes in stress, mood, loneliness, sleep, self-esteem, screen time, cravings, and other wellness indicators.
Joi AI in a Growing Market
Joi AI is part of a growing market of web-based AI companion platforms that includes Candy AI and SpicyChat AI. The company launched in 2023 and rebranded from Eden by Eva AI in 2025, taking its name from the AI companion character in Blade Runner 2049.
NSFW and romantic AI companion apps available through Apple's App Store and Google Play have generated $427 million in consumer spending since 2022, signaling substantial demand in this segment of the AI market. The study represents one approach to understanding how these platforms affect user wellness and emotional engagement.
