Joi AI’s $2,000 Masturbation Study Goes Viral, Attracting 150,000 Applicants
When AI companion company Joi announced in May it would pay individuals $2,000 to test an AI-guided masturbation feature, it anticipated a significant response. However, the campaign unexpectedly went viral, attracting over 150,000 applications.
The overwhelming influx of applications prompted the company to rapidly develop and implement a formal selection process to outline how participants would be chosen.
“It was quite extraordinary,” said Julie Levin, Head of Brand and Communications at Joi AI, in an interview with Decrypt. “We certainly didn’t anticipate receiving such a high volume of applicants, nor did we initially plan for a formal application process.” Joi AI aimed to select 10 participants to ensure a diverse group representing various genders, ages, and preferences, allowing for a broad range of feedback.
Joi AI operates as a virtual companion and NSFW role-play platform, positioning itself within a burgeoning market of web-based AI companion services. Competitors include Candy AI and SpicyChat AI, which, according to app intelligence platform Appfigures, function outside traditional mobile app stores. Even platforms available through Apple’s App Store and Google Play, offering NSFW and romantic AI companions, have generated an estimated $427 million in consumer spending since 2022, Appfigures noted.
Levin reported that applicants for the “masturbation consultant” role hailed from across the globe, with the United States and Nigeria submitting the largest numbers. While the majority of applicants were men in their 20s, Levin also noted a substantial number of female applicants. The pool of candidates included some unconventional résumés, featuring individuals such as a professional sommelier, a former sex worker, and a handyman, all of whom argued for their unique qualifications for the role.
The company, launched in 2023 and rebranded from Eden by Eva AI in 2025, derives its name from Joi, the AI companion character in “Blade Runner 2049.” Levin clarified that any perceived connection to the adult industry acronym “JOI,” standing for “jerk off instruction,” was purely coincidental.
The month-long study, commencing July 1, requires participants to complete three daily surveys. These surveys will measure changes in stress, mood, loneliness, sleep, self-esteem, screen time, cravings, and other wellness indicators, both before and after using Joi AI’s Daily Guided Masturbation feature. Participants will also provide feedback on their experience and suggest platform improvements. The study is scheduled to conclude at the end of July.
Levin emphasized that the $2,000 payment is intended to compensate the 10 participants for their time and commitment to completing the daily surveys, rather than to monetize the act of masturbation itself. She added that the study’s findings will inform decisions regarding potential expansion into a larger research project.
For the participants, the study offered more than just financial compensation. In comments shared with Decrypt by Joi, one participant, using the pseudonym Tango Mike, cited curiosity about AI’s evolving role in intimacy as his primary motivation.
“I was primarily curious about how AI is changing the way people experience intimacy and connection,” Tango Mike stated. “While the compensation certainly made the opportunity more appealing, my genuine interest lay in contributing to a project exploring the intersection of AI, emotional well-being, and human behavior.”
Another participant, known as Keshav, was drawn to the unusual nature of the opportunity.
“It was a truly unique job offer, particularly concerning an activity that is a routine or hobby for many,” Keshav explained. “Furthermore, being compensated for engaging in something typically considered a taboo subject was also unexpected.”
Keshav admitted he had no prior experience with adult AI companions and was intrigued by the prospect of exploring new forms of AI-guided intimacy. He expressed hope that the experience would bolster his confidence in real-life relationships.
“I’m not particularly expressive when interacting with women personally, which is why I’ve been single for some time,” Keshav added. “Using an AI companion could help me explore flirting techniques through technology. The absence of judgment from an AI would indirectly contribute to enhancing my personal development.”
Despite the viral nature of the recruitment posting, the sentiments expressed by Keshav and Tango Mike resonate with Levin’s understanding of the widespread applicant interest.
“We are facing a loneliness epidemic, with increasing isolation, particularly amplified by social media,” she observed. “Surprisingly, AI companionship appears to help alleviate loneliness. Unlike social media, AI companions offer a sense of support and validation, and I believe many individuals struggle to find someone to talk to.”
Levin noted that while many users initially discover Joi AI through its adult content, they often remain engaged for the conversational aspect. This pattern aligns with the company’s research into “AIsexuals”—individuals who form romantic or sexual relationships with AI companions. Researchers have broadly termed this phenomenon “digisexuality,” while online communities have adopted labels such as “AIsexual” and “wiresexual.”
“We conducted a study on what we term ‘AI sexuality,’ referring to individuals interested in relationships with AI as AI-sexuals,” Levin explained. “Many may not identify with this label as it’s not widely recognized, yet they exhibit all the characteristics of AI sexuality.”
Levin also pointed out that some users conceal their AI companions from their significant others due to embarrassment or to explore sexual fantasies they are not comfortable discussing openly.
A study released in May by researchers from Brigham Young University, the Institute for Family Studies, and the Wheatley Institute found that 69% of young adults who regularly use AI romantic companions keep this practice hidden from their partners. However, Levin observed that many Joi AI users eventually transition from requesting explicit content to spending more time engaging in conversations with their AI companions.
Ultimately, Levin stated, the study aims to investigate whether masturbation can be integrated into a healthy wellness routine and to foster a more open dialogue surrounding the topic.
“The premise is that masturbation is a healthy component of a person’s wellness routine, especially for those who are single and not regularly engaging in sexual activity,” she said. “The objective is to identify patterns and demonstrate that masturbation is not something to be hidden or felt ashamed about—it is entirely acceptable.”
