The AI wearable necklace Friend is getting a major overhaul. Founder Avi Schiffmann announced Friend 2.0 on Thursday via a tweet, introducing a built-in speaker that projects what the company calls a unique and consistent personality. The new version carries a retail price of $249, a substantial jump from the $99 it cost when it first launched two years ago.
Friend originally debuted as an AI wearable that sends text messages about the user's day, designed to combat loneliness. The new version adds voice, allowing the device to speak back. A commercial for the relaunch shows a woman talking to Friend about an ex-girlfriend; the device responds, "It's not bad to be gay." Another spot features a man on a hillside discussing filmmaking ambitions, with Friend replying, "That last film you made was insane!"
A Confidant, Not an Assistant
Schiffmann has been explicit about what Friend is not. "I am interested in this kind of relationship in attempting to offer, some kind of confidant, friend, God, not really sure what it is," he posted on X. "But it is not an assistant, and it is not a lover." The marketing is pretty bold, insinuating the product might be a deity. Yet the article questions what users can actually do with Friend beyond chit-chat, noting, "That part is still unclear."
The device's previous marketing campaign also drew attention. Last year, Friend's NYC subway billboard campaign went viral after being defaced, "presumably by people who didn't want human connection to be replaced by a digitized amulet." That kind of public pushback hasn't deterred Schiffmann, who is betting that a more personable, voice-enabled wearable can succeed where others have failed.
The Price of Companionship
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The new $249 price tag is more than double the original $99 launch price. That increase reflects the added hardware, a speaker and presumably more advanced processing, but it also places Friend in a different market bracket. For context, the original Friend was a relatively cheap experiment in AI companionship. Now, at $249, it competes with other gadgets that offer more utility, like smartwatches or earbuds.
The article characterizes the product as "weird" and questions its utility beyond conversation. Most AI wearables have not caught on with the mainstream. Humane Inc. tried to replace the iPhone with an AI pin but shut down in less than a year due to poor sales. That failure looms large over any new entrant in the category. Friend is attempting to differentiate itself by leaning into emotional connection rather than productivity, but the line between a confidant and a gimmick remains thin.
Can Voice Save the Wearable?
Friend 2.0's voice capability is its main selling point. The device is meant to be a constant companion, offering conversation and emotional support. The commercial spots are designed to show that Friend can handle sensitive topics and offer encouragement. But the article notes that the marketing is "pretty bold" for suggesting the product might be a deity, and it remains to be seen whether users will embrace a necklace that talks back.
The broader context is that AI wearables have struggled to find a foothold. Humane Inc.'s pin was a high-profile flop, and other attempts have fizzled. Friend's original text-only version was a niche product. The voice upgrade could make it more engaging, but it also raises the stakes. If the device can't deliver on its promise of meaningful connection, it risks joining the graveyard of failed AI gadgets.