Avi Schiffmann, CEO of Friend, invites me to his San Francisco abode, adorned with a cartoon motorcycle and analog treasures. The new Friend necklace, with its built-in voice, promises companionship but comes at a hefty price. Each pendant arrives pre-programmed with a unique personality, leaving users stuck with their AI friend's quirky nature.

The device’s upgrade to vocal responses marks a significant shift from the initial text-based version, now powered by OpenAI models. Despite its improved functionality, the product remains controversial, much like its 2025 ad campaign that sparked protests and debate over AI’s place in society.

Schiffmann argues for an analog approach to this digital companion, promoting human interaction through print media despite his home lacking internet access. His media strategy revolves around showcasing Friend's impact on everyday lives, often highlighting those dealing with loneliness or depression. Yet, the product faces potential restrictions in the EU due to stringent data privacy laws.

Despite its quirks and challenges, Schiffmann remains committed, aiming for broader appeal and sales of 50,000 units. The future is as uncertain as these AI companions—will they be our friends or just another digital appendage?