For 28 days, Keshav and nine others partook in a unique experiment with Joi AI, where they were instructed to masturbate daily while interacting with AI companions. The digital dates included sultry conversations and sometimes explicit scenes played out in airplane bathrooms.

The research aimed to explore how masturbation affects stress levels, focus, and cravings, finding that participants’ stress decreased by 25% and focus increased by 17%. However, critics argue the study’s methods are flawed, with self-reported data potentially biased.

Despite the questionable science, Keshav found the experience beneficial. ‘This kind of helps me ... [with] what to expect, how to speak [to], or how to get a partner,’ he said, noting his increased clarity post-masturbation and better approachability as an introvert.

Joi AI’s platform costs at least $3.99 a month but can be much more expensive with its internal currency and private video options. This study has sparked debate on the future of AI in personal wellness practices, particularly for managing addictions.