AI companion startup Friend, founded by Avi Schiffmann, has officially returned with a redesigned version of its wearable companion. Announcing the launch in a repost on X, the company introduced “Friend 2.0”, marking the next step in its vision of AI-powered companionship.
Introducing friend 2.0 https://t.co/69Rxk3RjvD
— Avi (@AviSchiffmann) July 30, 2026
The biggest upgrade is a built-in speaker, allowing the wearable to respond with spoken conversations instead of relying only on text messages sent to a connected smartphone. The relaunch comes after months of criticism surrounding Friend’s marketing campaign and wider discussions about AI companionship, privacy, and emotional dependence on technology.
With Friend 2.0, the company is continuing to invest in its vision of AI companionship despite ongoing concerns over privacy, loneliness, and whether people actually want an AI friend integrated into their daily lives.
Price Nearly Doubles to $249
One of the biggest talking points following the launch of Friend 2.0 has been its pricing. The AI wearable now costs $249, a significant increase from the original $129 launch price.
Alongside the hardware, Friend also offers an optional $9.99 per month subscription, which extends the device’s conversation memory beyond 30 days. Without the subscription, long-term memory remains limited, meaning the AI will gradually forget older interactions.
The hardware itself has also received a notable upgrade. Unlike the original Friend pendant, which only listened and responded through text messages sent to a connected smartphone, the new version features a built-in speaker on the back that enables spoken conversations.
To support this addition, the device has been redesigned while continuing to function as an always-listening AI companion built for casual conversations throughout the day.
Friend Now Uses Updated AI Models
Friend 2.0 also brings software improvements alongside the new hardware. The wearable now runs on newer OpenAI models than the first version, helping deliver more natural and responsive conversations.
Unlike AI assistants built for productivity, Friend is designed primarily for ongoing personal conversations. Its purpose is to act as a companion that chats with users throughout the day rather than helping with tasks, scheduling, or work-related activities.
Another notable change is that every new Friend pendant comes with a pre-assigned voice and personality. Instead of letting users customise these traits, each device is given a randomly assigned identity that remains fixed. At present, users cannot change their Friend’s voice or personality after receiving the device.
Founder Avi Schiffmann Wants Friend to Reach More People
Friend was founded by Avi Schiffmann, an American technologist and entrepreneur best known for creating one of the world’s most widely used COVID-19 tracking websites during the pandemic. Since then, he has focused on building technology that encourages more personal interactions between people and AI, with Friend positioned as a wearable companion rather than a traditional digital assistant.
According to reports, the first version of Friend sold around 5,000 pendants, and Schiffmann is now aiming to scale significantly with a target of 50,000 units for the second-generation device.
The relaunch follows a challenging few months for the company. Friend’s advertising campaign attracted widespread criticism, with posters reportedly vandalised in multiple locations. The startup also became the focus of organised public protests, where critics raised concerns about AI companionship, privacy, loneliness, and society’s growing dependence on technology.
User Interview #4 pic.twitter.com/4BuToEpSz6
— Avi (@AviSchiffmann) May 27, 2026
Despite the backlash, Friend is moving ahead with its vision. With the launch of Friend 2.0, Schiffmann is betting that demand for AI companions will continue to grow as conversational AI becomes a more common part of everyday life.
Where To Get Your Friend 2.0?
Friend 2.0 is now available to order through Friend’s official website. The company has invested heavily in building its brand, with founder Avi Schiffmann previously revealing that the Friend.com domain name alone cost $1.8 million.
However, the wearable may not be available in the European Union. According to reports, Friend is currently avoiding an EU launch because complying with GDPR requirements would significantly increase development and operating costs.
As Friend 2.0 reaches more users, attention will likely shift from the product’s launch to how people use it in everyday life. Early user interviews and demonstrations shared by the company show people having surprisingly personal conversations with the wearable, discussing emotions, relationships, and daily experiences.
Whether these interactions lead to lasting engagement remains to be seen, but they highlight how AI companions are moving beyond simple assistants and becoming part of broader conversations around technology, loneliness, and human connection.
