Friend 2.0: The Portable AI Returns with a Voice and a High Price

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Key Takeaways

1Avi Schiffmann is relaunching Friend, a portable AI device, with a new integrated voice to enhance interaction.

2The price of Friend 2.0 has significantly increased, rising from $99 to $249, raising questions about its added value.

3Friend's ambitions go beyond being just an assistant, aiming to provide a near-divine relationship with its users.

💡Why it matters — This evolution of Friend illustrates the challenges and opportunities of portable AI devices in a still hesitant market.

The Return of Friend with a New Voice

Two years ago, Avi Schiffmann, a tech entrepreneur, introduced an innovative device called Friend. This wearable gadget, designed to interact with its user, aimed to combat loneliness through artificial intelligence. Friend also allowed users to send text messages about their day. This week, an announcement revealed a significant update to the product: the addition of a voice.

On Thursday, Schiffmann unveiled the enhanced version, Friend 2.0, on social media. This new device is now equipped with a built-in speaker, capable of giving a distinct and coherent personality to the user, thereby enriching the interactive experience.

More Human Interactions

A recent advertisement illustrates Friend's capabilities. It features a woman discussing her personal life with her Friend, including her ex-girlfriend. The collar responds with empathy: "It's not bad to be gay." Another scene shows a man on a hill, sharing his filmmaking ambitions with his Friend, who congratulates him on his latest film: "The last movie you made was crazy!"

A Price That Raises Questions

The price of this new version has jumped to $249, a notable increase from the initial $99. This rise raises questions about the added value of these new features and the product's appeal to potential consumers.

A Vision Beyond an Assistant

But what can you really do with Friend, beyond simple daily conversations? The answer remains uncertain. In a recent post on X, Schiffmann shared his vision of Friend as a confidant or even a quasi-divine entity, without being an assistant or a romantic partner.

Bold Marketing

Friend's marketing positioning is bold. The idea of selling a plastic collar, enhanced by algorithms, as a sort of digital deity is a unique approach. Schiffmann's company is not new to making waves. Last year, an advertising campaign in the New York subway made headlines, going viral after being continuously vandalized, likely by those who reject the idea of replacing human interactions with digital devices.

A Still Hesitant Market

AI wearable devices struggle to attract the general public. Friend is not alone in this quest. Humane Inc. attempted to revolutionize the market with an AI pin intended to replace the iPhone but had to shut down in less than a year due to disappointing sales.