In a world brimming with artificial intelligence companies, standing out has become an art form. Enter Lunos, a New York-based AI startup that recently pulled off a stunning marketing stunt, hiring a cowboy to ride a horse and lasso the iconic Wall Street Bull. This audacious move is part of a growing trend among AI firms, showcasing that in the crowded tech landscape, a little theatrics can go a long way in capturing attention and generating buzz.
Lunos Takes a Bold Leap
As Lunos prepared for its launch, founder and CEO Duncan Barrigan wanted to make a memorable entrance. The team invested $3,500 in hiring a cowboy, complete with hat emblazoned with the Lunos logo, to perform the whimsical act at the famed bull statue in lower Manhattan. On a balmy evening in late September, the cowboy galloped into view, capturing the interest of onlookers while distributing cowboy hats and branded stress balls.
The message was clear: Lunos is here to “tame the wild west” of accounts receivables. With AI technology designed to automate invoicing, track balances, and follow up on payments, the company aimed to deliver its pitch in a visually engaging manner. “We were trying to figure out how we could stand out as a startup to be reckoned with,” explained Alex Mann, Lunos’s head of growth.
Standing Out in a Saturated Market
With over 90,000 AI companies vying for attention globally, businesses are increasingly realising that traditional marketing methods can fall flat. The typical avenues—trade shows, white papers, and digital ads—are now commonplace and often indistinguishable. Consequently, many startups are opting for bold, unconventional stunts that create a visual spectacle, breaking away from the norm.
The trend is not without context. In 2025 alone, AI startups raised an astonishing $202.3 billion globally, a significant increase from the prior year, indicating a booming market. As the chatter around productivity claims and automation grows tiresome, companies are turning towards more theatrical approaches to capture the spotlight. Industry experts suggest this shift reflects the mounting pressure on businesses to differentiate themselves in a rapidly evolving landscape.
The Power of Viral Content
The allure of viral marketing has not gone unnoticed. For instance, the AI marketing startup Virio recently employed a similar approach, parading two horses around the Moscone Centre during a major marketing conference. Co-founder Emmett Chen-Ran walked alongside, holding a banner that read, “Content that drives pipeline.” The aim was to attract founders and executives from larger companies, enticing them to pause for a photo opportunity—a pivotal aspect of Virio’s marketing strategy.
“We don’t do the stunt for its own sake,” Chen-Ran stated. “We do it for the LinkedIn posts and the content it drives.” This focus on generating shareable moments is increasingly vital for B2B companies, where conventional marketing often lacks the zest needed to engage potential clients.
Navigating Controversy and Creativity
While some AI startups have faced backlash for provocative advertising campaigns that hint at replacing human workers or undermining job security, Lunos and others are carefully navigating this fine line. Personal AI, another innovative player, opted for a more metaphorical approach at a recent conference, with CEO Suman Kanuganti appearing on stage topless to illustrate the vulnerabilities users face with existing AI models. As he dressed, each piece of clothing symbolised a layer of security that Personal AI promises to deliver.
Marketing professionals note that while these tactics can be effective, they also indicate an industry grappling with urgency and competition. Emily Heyward, co-founder of Red Antler, observes a “land grab mentality” where startups rush to make their mark before their competitors do. This sense of desperation has led to eye-catching, albeit sometimes contentious, marketing strategies.
The Results Are In
So, how effective are these stunts? For many startups, the answer is promising. Virio’s horse parade may not have gone as planned, with few attendees capturing the moment, but it still led to over 300 qualified website visitors and increased recognition at the conference. Similarly, Personal AI’s audacious presentation has helped secure additional bookings and customer deals.
Lunos, however, saw immediate benefits from its bold move. The stunt drew thousands of visitors to their website, igniting a flurry of engagement on LinkedIn. The company reported a spike in inquiries and job applications, including interest from McKinsey consultants. With a robust sales pipeline now in place, Mann expressed optimism about the future, stating, “The stunt opened the door for us to think creatively about how we want to design future activation campaigns.”
Why it Matters
As AI firms like Lunos embrace innovative marketing techniques, they are redefining how technology companies communicate their brand message. In a world where traditional channels are losing effectiveness, these eye-catching stunts provide a fresh way to engage potential clients while highlighting the unique offerings of each startup. As the competition heats up, it will be fascinating to see how these companies continue to push boundaries in their quest for visibility and success in the AI landscape.
