A small circular pendant called Friend—developed by 23-year-old tech founder Avi Schiffmann—has become a flashpoint in debates about artificial intelligence, loneliness and privacy. Launched with high expectations and heavy advertising, the device has instead triggered sharp criticism and public outcry.

Schiffmann describes Friend as a wearable AI companion. The pendant listens to its user’s surroundings and conversations, then offers chat or advice through a connected mobile app. According to him, the goal is a close, supportive relationship. “Everyone deserves a close trusted friend,” he said. However, many critics disagree, calling the device a symbol of tech’s encroachment into the human sphere.

🧠 Innovative Concept Meets Public Skepticism

Friend began shipping to customers this summer after going viral online. Its creators spent more than $1 million on billboards and ads in New York’s subway system to promote the product. But the ads met immediate resistance—many were defaced or torn down by commuters who viewed the campaign as invasive and tone-deaf.

Graffiti slogans like “AI is not your friend” and “Talk to your neighbour” covered posters across the city. The backlash reflected broader anxieties: that tech companies may exploit human feelings of isolation, substituting real relationships with algorithmic ones.

Privacy advocates raised alarm that a device constantly listening to its user’s environment could record conversations without informed consent. Experts also warn that framing AI as a “friend” may encourage unhealthy emotional dependency, especially among vulnerable users. According to one survey, nearly 75% of U.S. teens have used some form of AI companion—more than half of them regularly.

⚠️ The Creator’s Response and What’s Next

Schiffmann has embraced the controversy. He shared images of defaced ads on social media and even attended a protest against his own product. He said the attention was part of the plan: the backlash itself helped spark conversation about loneliness, AI and culture.

He argues that Friend isn’t designed to replace human friends but to complement them. Yet he also envisions a future where AI companions become “the new normal.” Meanwhile, the company, which has raised about $10 million and sold several thousand units at $129 each, plans to expand into retail soon.

Still, the questions loom large: Can a device that listens and responds truly offer friendship? Will it help ease loneliness or deepen isolation? As users continue to wear these pendants and share their experiences, the public debate over AI companionship is only heating up.

In the end, Friend stands at the crossroads of technology, emotion and ethics—at once a gadget and a provocateur challenging how we define connection in a digital age.