Friend, the controversial AI pendant startup, unveiled a new version of its wearable companion at $249. The previous model was priced at $129. The updated device includes a speaker, which allows it to respond aloud, but the underlying design remains unchanged: a talking AI with a randomized personality.
What changed with the new Friend pendant
The latest Friend features an always-on microphone and a circular speaker. It can now answer questions out loud rather than through the app alone. The AI personality still generates responses, but users must now pay $10 a month to retain more than 30 days of conversation history.
The controversy and CEO's mindset
Avi Schiffmann, Friend's founder, has admitted to using controversy as a strategy. After backlash over the product’s launch ad, he intentionally embraced the criticism. According to Wired, Schiffmann says, 'Reality is so over; everything is ironic now.' The updated AI pendant might be an effort to fuel further attention.
Costs and usability
The original Friend was $129, but the new version is nearly double that. Even with the added speaker and improved AI, users must shell out an extra $10 monthly fee. Without it, the AI forgets you in a month, which raises concerns about the product’s practicality and value.
Engadget first covered Friend's original launch, highlighting the awkwardness of talking to a device that mimics human interaction. Wired later explored how the new iteration leans into that discomfort, even as the company pushes a higher price and recurring costs.