AI companion startup Friend announced in July 2026 a second version of its wearable pendant that can now speak responses aloud, up from the text-only output of the original device. The company revealed the product through its X account.
The updated pendant adds a speaker on the back, making the underside bulkier than the first version. It runs OpenAI’s latest models and retails for $249 — nearly double the original’s $129 price — available now at Friend.com, a domain the company acquired for $1.8 million. An optional $10 monthly subscription extends conversation memory beyond 30 days.
One notable change from the first version: each pendant ships with a randomly assigned voice and personality that users cannot alter. Buyers are locked into whatever name and voice their device comes with.
Friend is led by CEO Avi Schiffmann, 24, who first drew public attention in 2020 at age 17 when he built a website tracking Covid-19 cases. The company has since become a recurring source of controversy. Advertising campaigns across New York City, Los Angeles, and Chicago in 2025 — and Paris in early 2026 — drew protests and graffiti, with critics arguing the ads devalued humanity. The backlash generated significant media coverage, outpacing attention to the product itself.
The device has drawn comparisons to dystopian fiction, including the television series Black Mirror, from critics and press alike.
Friend says an accessories collection, including colored cords for the pendant, is planned for later in 2026. The company has not announced subscriber numbers or sales figures for either version of the product.
Source: WIRED