Two years ago, tech entrepreneur Avi Schiffmann introduced Friend, an AI wearable designed to engage users in conversation and provide daily text message updates. Its core mission was seemingly to leverage artificial intelligence in the fight against loneliness. This week, the company unveiled a significant product overhaul, featuring a notable enhancement: the ability to speak.
“Introducing friend 2.0,” Schiffmann announced via tweet on Thursday. The updated Friend now incorporates a built-in speaker, enabling it to communicate with users through a distinct and consistent personality.
A recent commercial showcasing the wearable depicts a woman interacting with her Friend about what appears to be a past relationship. “It’s not bad to be gay,” the necklace reassures her.
The video then transitions to a man on a hillside, discussing his aspirations in filmmaking with his Friend. “That last film you made was insane!” the device praises him.
This enhanced version of Friend is now available at a retail price of $249, a substantial increase from its initial launch price of $99 two years prior.
Beyond casual conversation, the full scope of Friend's capabilities remains somewhat ambiguous. In a recent post on X, Schiffmann elaborated on his vision for the product's ultimate purpose.
“I am interested in this kind of relationship in attempting to offer, some kind of confidant, friend, God, not really sure what it is,” Schiffmann stated. He clarified, “But it is not an assistant, and it is not a lover.”
This approach—marketing an algorithm-driven, plastic necklace by hinting at its potential divine qualities—represents a remarkably audacious marketing strategy.
Indeed, Schiffmann’s company has a history of bold marketing tactics. Last year, Friend's billboard campaign across the New York City subway system garnered widespread attention after the advertisements were consistently defaced, presumably by individuals resistant to the idea of human connection being supplanted by a digital accessory.
The mainstream adoption of most AI wearables has been limited thus far. A closely comparable product, Humane Inc.’s AI pin, aimed to replace the iPhone but ceased operations in less than a year due to poor sales performance.
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