Summary
- Joi AI's study on AI-assisted masturbation attracted over 150,000 applicants.
- The overwhelming interest led to the establishment of a public selection process.
- While many users initially seek adult content, they often value conversation and companionship.
Joi AI, a company specializing in virtual companionship, sparked significant interest when it announced in May that it would offer $2,000 to participants in a study focusing on AI-guided masturbation. The response was far beyond expectations, resulting in over 150,000 applications.
This surge in interest prompted Joi AI to quickly implement a formal process to select participants.
"It was quite overwhelming. We didn’t anticipate such a high volume of applicants and hadn’t planned for a selection process from the start," stated Julie Levin, the Head of Brand and Communications at Joi AI, in an interview with Decrypt. “Our goal was to select 10 individuals to ensure a diverse mix of genders, ages, and preferences for comprehensive feedback.”
Founded in 2023 and rebranded from Eden by Eva AI in 2025, Joi AI is part of a burgeoning sector of online AI companion services, which includes competitors like Candy AI and SpicyChat AI. App intelligence firm Appfigures has reported that NSFW and romantic AI apps in Apple's App Store and Google Play have collectively earned $427 million in consumer spending since 2022.
Levin noted that the applicants for the “masturbation consultant” role hailed from various countries, predominantly the United States and Nigeria. Although most applicants were young men, there was a notable number of women who also expressed interest. Some applications came from unexpected candidates, including a professional sommelier and a former sex worker, each asserting their unique qualifications for the role.
The company derives its name from Joi, the AI character in “Blade Runner 2049.” Levin emphasized that any association with the adult-industry acronym "JOI" (which stands for "jerk off instruction") is purely coincidental.
The month-long study commenced on July 1, during which participants will fill out three daily surveys assessing various wellness metrics such as mood, stress, loneliness, sleep quality, self-esteem, and screen time, both before and after utilizing Joi AI's Daily Guided Masturbation feature. Participants will also provide feedback on their experiences and suggest potential enhancements to the platform. This study is set to continue throughout July.
Levin clarified that the $2,000 compensation is intended to reward participants for their time and effort in completing daily surveys, rather than to commercialize the act of masturbation itself. The insights gathered will help determine if the study will be expanded in the future.
For those involved, the study presents more than just financial compensation. One participant, using the alias Tango Mike, expressed his motivation stemmed from curiosity about AI's impact on intimacy. "I was mainly interested in how AI is transforming the experience of intimacy and connection. While the payment was appealing, my primary interest was in contributing to a project that investigates the interplay between AI, emotional health, and human behavior," Tango Mike remarked.
Another participant, Keshav, mentioned that the unique nature of the opportunity immediately piqued his interest. "It was essentially a distinctive job offer, especially for something that's part of a daily routine or hobby. Getting paid for something usually considered taboo was also surprising," Keshav noted. He shared that he had never used an adult AI companion before and was curious about exploring new avenues of AI-assisted intimacy, hoping it would bolster his confidence in real-life relationships.
"I tend to struggle with expressing myself around women, which is why I’ve been single for a while. Engaging with an AI companion could help me practice flirting without the fear of judgment, thereby enhancing my personal development," Keshav added.
Despite the viral nature of the announcement, Keshav and Tango Mike's insights illustrate why Levin believes the response was so immense. "We are currently facing a loneliness crisis, with increasing feelings of isolation, particularly due to social media. However, AI companionship can alleviate loneliness, offering a sense of support and understanding that social media often lacks," Levin explained. "Many individuals find their way to Joi AI through its adult offerings, yet they remain for the conversations that follow." Levin highlighted research into "AIsexuals"—individuals who engage romantically or sexually with AI companions. Researchers have termed this phenomenon "digisexuality,” with online communities coining terms like "AIsexual" and "wiresexual."
"We conducted a study on what we term 'AI sexuality,' and we refer to these individuals as AI-sexuals—those interested in relationships with AI. Many don’t identify with that label as it’s not widely recognized, yet they exhibit all the characteristics of AI sexuality," she added.
Levin also noted that some users prefer to keep their AI companions hidden from their partners due to feelings of embarrassment or because they utilize the chatbots to explore sexual fantasies they aren't comfortable discussing openly. A recent study from Brigham Young University and other institutions revealed that 69% of young adults using AI romantic companions conceal it from their partners. Nevertheless, Levin indicated that many Joi AI users transition from seeking explicit content to engaging in more meaningful conversations with their AI companions.
Ultimately, Levin stated, the goal of the study is to explore the role of masturbation in a healthy wellness regimen while fostering open dialogue about the subject. "Masturbation is a vital aspect of an individual's wellness routine, especially for those who are single and lack regular sexual activity. Our aim was to identify patterns that demonstrate that masturbation is not a taboo topic but rather one that should be openly discussed and accepted," she concluded.