Cowboys, lassos, and nudity: AI startups turn to stunts for attention in a crowded market

W hen Lunos, an AI startup in New York City, was gearing up for launch, its founder and chief executive, Duncan Barrigan, and his team wanted to make a splash. So they shelled out $3,500 to do the unconventional: hire a horse and a cowboy to lasso the bull of Wall Street. Wearing ranch gear and a western hat stamped with the Lunos logo, he lassoed the bull's horns as invitees and curious passersby watched. He and the horse then circled the statue, handing out cowboy hats and branded stress balls. The goal was simple: deliver Lunos's pitch of "taming the wild west" of accounts receivables in the most literal, public way possible.