The Friend AI pendant was relaunched with a built-in speaker, allowing it to talk aloud rather than just sending text messages as in the original version [1, 2, 3, 4]. The new model, called Friend 2.0 by founder Avi Schiffmann, is priced at $249, up from the original’s $99 to $129 range [1, 2, 3, 4]. Schiffmann said, "Introducing friend 2.0" to announce the update [2].
Friend 2.0 uses updated AI models, including the latest from OpenAI, to power its conversations [3, 4]. Each device generates a unique, randomly assigned voice and personality for its user that cannot be changed [3, 4]. A $10 monthly subscription is offered to extend the AI’s memory of past conversations beyond 30 days [3, 4].
Schiffmann spent $1.8 million to acquire the friend.com domain and invested heavily in subway advertising campaigns in New York City and other cities [1, 3]. These original ads sparked public protests and backlash [1, 2, 3]. While marketed as a digital companion or confidant, Schiffmann emphasized it is "not an assistant, and it is not a lover," but something else entirely, describing it as a potential "confidant, friend, God" [2].
Despite the update, critics continue to describe the product as dystopian, awkward, or controversial [1, 3, 4]. Schiffmann reflected on his personal growth and the ironic nature of the product’s reception, saying, "I've grown up a lot" and "Reality is so over; everything is ironic now" [3, 4].
The original Friend AI pendant was launched in August 2024 with text message responses at a price between $99 and $129, depending on the source [1, 2, 3]. After controversial subway ads in 2025, the product was relaunched on July 30, 2026, with the speaker and price increase [2, 3, 4].
