How is Friend 2 different from the original Friend pendant?

Friend 2 adds a rear-mounted speaker for voice responses (the original responded via text only), runs OpenAI's latest models for improved AI capabilities, and costs $249 instead of $129. Each device ships with a fixed, randomized voice and personality that users cannot customize.

Can users customize the voice or personality of their Friend pendant?

No. Each Friend 2 pendant comes with a pre-assigned voice and personality that are locked in; users cannot change either characteristic.

What is the $10/month subscription for?

The optional monthly subscription extends the device's ability to retain conversation memory beyond the default 30-day window.

Where can you buy Friend 2?

Friend 2 is available for purchase at Friend.com, the domain name Schiffmann acquired for $1.8 million.

Friend 2 Adds Voice to AI Pendant, Raises Price to $249

According to Wired AI, Friend, the AI wearable company led by 24-year-old CEO Avi Schiffmann, unveiled Friend 2 on July 30, adding voice output capabilities and migrating to OpenAI’s latest language models. The new pendant costs $249—a 93% increase over the original $129 price point—and introduces a speaker on the device’s underside to voice responses aloud. Each pendant ships with a randomized voice and personality baked in; users cannot customize either. An optional $10/month subscription extends conversation memory retention beyond the default 30-day limit.

Voice Output Reshapes the Form Factor

The addition of rear-mounted speaker hardware has altered the pendant’s physical profile, making the underside bulkier than the original text-only iteration. According to Wired AI, Friend 2 now runs OpenAI’s latest models, representing a meaningful upgrade in underlying AI capabilities. The device maintains the core positioning of a digital companion for extended dialogue, though Schiffmann has removed user agency in voice selection—a deliberate constraint that distinguishes Friend 2 from voice-assistant competitors like Siri or Google Assistant.

Pricing, Accessories, and Domain Investment

Schiffmann acquired the domain Friend.com for $1.8 million, signaling confidence in the brand’s growth trajectory. Wired AI reports that the company is planning to release an accessories collection later in 2026, including colorful cords like the yellow cord Schiffmann wore during his interview with the publication. The tiered monetization model—$249 hardware, $10/month memory tier—mirrors the SaaS subscription pattern common in consumer AI products, though the device’s controversial positioning may constrain addressable market.

Controversial Marketing and Dystopian Framing

Friend’s 2025–2026 advertising campaign—featuring ads across New York City, Los Angeles, Chicago, and Paris—generated substantial public backlash. According to Wired AI, the ads sparked protests, vandalism, and headlines questioning whether the product devalued human connection. Schiffmann’s framing of the product as “very analog” despite its AI core reflects an attempt to recontextualize the device away from Black Mirror dystopian associations that have dogged the company since launch.

Why This Matters

Friend 2 tests whether vocal AI companions can gain mainstream adoption beyond novelty positioning. The $249 price and voice-first interaction model signal ambition to move beyond text-based chatbots into embodied, always-on wearable AI—a category that remains unproven at scale. The inability to customize voice or personality may limit appeal to users who view personalization as table-stakes in consumer AI; conversely, it may reduce decision paralysis and simplify onboarding. Schiffmann’s willingness to absorb reputational risk and advertising controversy suggests confidence in long-term demand, though market reception will determine whether the category matures beyond early adopters and tech skeptics.