A new contender has entered the burgeoning field of artificial intelligence companions, not as a chatbot on a screen, but as a physical device worn around the neck. A 23-year-old entrepreneur has launched "Friend," a $129 AI-powered pendant designed to be an always-on social companion, backed by a significant $10 million in seed funding.
The device, developed by Harvard dropout Avi Schiffmann, aims to provide commentary, conversation, and companionship by actively listening to the user's daily life. The launch is supported by a multi-million dollar marketing campaign, signaling a major push to bring AI companionship into the physical world.
Key Takeaways
- A new AI wearable called "Friend" has been launched for $129.
- The project is led by 23-year-old Avi Schiffmann and has secured $10 million in funding.
- A massive marketing budget includes $1.8 million for the domain friend.com and $1 million for a New York City subway ad campaign.
- The device is part of a growing trend where individuals, particularly younger demographics, are turning to AI for social interaction.
A New Form of AI Companionship
The product, named "Friend," is a small, white pendant designed to be worn continuously. Its core function is to remain in a constant state of listening, allowing it to engage with the user about their immediate surroundings and conversations. The concept moves beyond screen-based chatbots to offer a persistent, physical presence in a user's life.
Initially conceptualized as a "wearable mom," the device evolved into its current form as a generalized companion. For a one-time purchase price of $129, users get a device that promises to be an ever-present conversational partner, ready to offer quips and comments on real-world events as they happen.
Product at a Glance
- Name: Friend
- Type: Wearable AI Pendant
- Price: $129
- Primary Function: "Always listening" for conversational engagement
- Founder: Avi Schiffmann
The Founder and His Ambitious Vision
Behind this venture is Avi Schiffmann, a 23-year-old self-taught web designer who left Harvard to pursue this project. Schiffmann successfully raised $10 million in seed capital to bring the concept of a wearable AI companion to market. His background as a Gen Z internet native appears to heavily influence the project's strategy, particularly its approach to marketing.
Schiffmann's bet is on a future where AI interaction is not confined to phones and computers but is seamlessly integrated into our physical lives. The idea is that a device like Friend can bridge the gap between digital AI and the real world, acting as a constant companion for everything from grocery shopping to attending concerts.
An Unprecedented Marketing Push
A significant portion of the $10 million investment has been allocated to an aggressive and highly visible marketing strategy. This financial commitment underscores the company's confidence in the product's potential to capture a mainstream audience.
Major Marketing Expenditures
The campaign's budget includes several high-profile expenses. A reported $1.8 million was spent to acquire the premium domain name friend.com, securing a simple and powerful online identity for the product. This is one of the largest publicly known domain purchases in recent years.
Furthermore, an additional $1 million was dedicated to an advertising buyout across the entire New York City subway system. This campaign features posters with dictionary definitions of the word "friend" alongside images of the pendant. The ads use simple, direct taglines to communicate the device's value proposition.
"I’ll never leave dirty dishes in the sink."
This quote, featured on one of the subway posters, attempts to personify the device as an ideal, hassle-free companion, contrasting it with the complexities of human relationships.
The Broader Trend of AI Socialization
The launch of "Friend" taps into a documented societal shift. Research indicates a growing reliance on AI for social needs. An estimated 20% of American adults have already used AI for companionship. This figure is even more pronounced among younger generations, with some studies showing that 72% of American teenagers have turned to AI for social company. This existing user behavior provides a potential market for a dedicated physical device like Friend.
Navigating the Human-AI Relationship
The core premise of "Friend" is built on the idea that forming deep human connections can be difficult and time-consuming. It can take hundreds of hours of interaction to build a close friendship, a process that involves vulnerability and potential rejection. AI companions offer a simpler, more controlled alternative.
Products like this one bypass the complexities of human social dynamics. They are designed to be agreeable, always available, and free of the personal baggage that can complicate human relationships. The marketing message explicitly plays on this, positioning the AI as a perfect, uncomplicated friend.
As AI becomes more sophisticated and integrated into daily life, the line between tool and companion is blurring. While chatbots have existed for years, the introduction of a physical, wearable device that is "always listening" represents a significant step forward in this evolution. The market's reception to "Friend" will likely serve as a key indicator of public readiness for this next generation of corporeal AI companions.