The Friend AI companion pendant, widely criticized as dystopian, is getting a voice. The second iteration of the device, announced Thursday via the company's new X handle, now includes a speaker that allows it to respond aloud, according to WIRED. CEO Avi Schiffmann demonstrated the device in his San Francisco apartment, wearing the round, glowing pendant on a yellow cord.
Product Evolution: From Text to Voice
The original Friend was an always-listening AI wearable that communicated only via text message. The key upgrade is a speaker on the back, making the pendant bulkier. Its AI capabilities have been upgraded to run OpenAI's latest models, WIRED reported. Unlike the first version, each new pendant ships with a random voice and personality that cannot be changed by the user. "You're locked in with that Friend," WIRED noted.
Pricing and Subscription Model
| Feature | Old Version | New Version |
|---|---|---|
| Price | $129 | $249 |
| Response Method | Text message | Voice output |
| AI Model | Unspecified | OpenAI's latest models |
| Personality | Not mentioned | Random, unchangeable |
| Subscription | None | $10/month for memory beyond 30 days |
According to WIRED, the new pendant costs $249, a significant increase from the original $129. An optional $10 monthly subscription allows the AI to remember conversations for longer than 30 days. The domain Friend.com, purchased by Schiffmann for $1.8 million, now hosts sales. Accessories, including the colorful cord seen around Schiffmann's neck, are planned for later this year.
Controversy and Marketing Strategy
Schiffmann first gained attention in 2020 at age 17 for building a Covid-19 tracking website. Now 24, he leads a company that many have called dystopian or reminiscent of the TV series Black Mirror, WIRED reported. An advertising campaign placing Friend pendant ads in New York City, Los Angeles, and Chicago in 2025, and Paris in early 2026, sparked vigorous pushback. People graffitied the ads and criticized them for devaluing humanity. Schiffmann defended the campaign, saying, "Something like Friend is very dystopian in people's minds and very futuristic. But we're presenting it in the most analog way possible." He noted he does not have internet at home, listens to records, and is shooting a documentary on Kodak Ektachrome film.
Following the ad campaign, Schiffmann released four user videos highlighting Friend customers. The videos depict people suffering from depression or loneliness. He said the move was intentional: "That's life, isn't it? I'm so much more intrigued to see how it's affecting the people in those random Appalachian towns or whatever than it is [creating] slight productivity gains for finance people in New York."
CEO Profile and Company Vision
Schiffmann, now 24, told WIRED that he has "grown up a lot." His apartment features a large framed photo of a Paris subway station with Friend ads, a print he paid $500 to frame. He argues that despite the high-tech AI, the company's approach is fundamentally analog. The Friend pendant aims to be a digital companion for long conversations, but the random personality assignment means users have no control over the device's character. The company did not disclose sales figures or the total number of units shipped.
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