Friend, the AI wearable pendant that listens to its wearer's surroundings, has been updated with a speaker that allows it to respond in voice instead of only via text. The second iteration was announced Thursday by CEO Avi Schiffmann through the company's new X handle.
The first version of Friend launched in 2025 as an always-listening device that responded via text message. The update adds a speaker for voice responses and the device now costs $249. The original sold 5,000 units, according to Schiffmann, who aims to sell 50,000 of the new version. An optional $10 monthly subscription lets the AI retain memories for longer than 30 days.
The company spent $1.8 million on the domain friend.com, acquired by Schiffmann. One source reports the company had $2.5 million total, meaning the domain accounted for the majority of its funds. The art frame for the product's promotional photo cost $500, according to Schiffmann.
Something like Friend is very dystopian in people’s minds and very futuristic.
Schiffmann, now 24, first gained attention in 2020 when he built a Covid-19 tracking website. His advertising campaigns for Friend in New York City, Los Angeles, Chicago, and Paris sparked controversy. A large protest against the device took place in New York City. Schiffmann posted an image promoting the protest and attended it himself.
Schiffmann says he doesn't have an internet connection in his home and describes the ad campaigns as analog. He says the product is likely to be pulled from the European Union because meeting GDPR data privacy rules is too expensive. He has released a series of four user testimonial videos.