AI Startup Friend Relaunches Wearable Pendant with Built-In Speaker and $249 Price Tag

AI startup Friend has unveiled an updated version of its wearable companion pendant, introducing an integrated speaker and increasing the device’s upfront price to $249. Founded by tech entrepreneur Avi Schiffmann, the company is attempting to transition the circular device from a phone-dependent notification tool into a standalone verbal companion.

The original hardware, priced at $129, relied on an always-on microphone to listen to surroundings and communicated primarily through push notifications sent to a companion smartphone app. The upgraded puck-shaped hardware allows the device to talk back directly. Driven by updated artificial intelligence models, the pendant maintains a randomized personality and voice designed to simulate spontaneous conversation.

Alongside the hardware revisions, the company introduced a new software monetization layer. Users must pay a $10 monthly subscription to maintain the pendant’s conversational memory past 30 days. Without the recurring fee, the device resets its stored context on a monthly cycle. Incorporating subscription tiers for long-term memory has emerged as a key strategy for hardware developers seeking to offset ongoing cloud compute and model inference expenses associated with generative AI.

The announcement arrives amid broader challenges for specialized AI hardware. Contemporary entries in the sector have often struggled to demonstrate lasting value against modern smartphones, which are increasingly incorporating localized generative features directly into their mobile operating systems. By positioning the wearable strictly as a personal companion rather than a productivity assistant, Friend attempts to carve out a distinct segment within the hardware market.

Addressing criticism surrounding the product concept and its controversial marketing, Schiffmann revealed in an interview with Wired that the public pushback was largely anticipated, remarking that “reality is so over; everything is ironic now.” Despite concerns raised by privacy advocates regarding always-on microphones and mental health professionals questioning the safety of relying on artificial intelligence for emotional support, the startup is proceeding with its updated hardware roll-out.