Avi Schiffmann's AI companion, Friend, first appeared two years ago as a text-messaging necklace designed to combat loneliness. This week, the product has undergone a significant overhaul, gaining a built-in speaker and a voice that can hold conversations, but the upgrade comes with a much steeper price tag. Main Developments The new version, dubbed Friend 2.0, features a speaker that projects what the company calls a "unique and consistent personality." A promotional video shows the device engaging in casual conversations, offering compliments like "That last film you made was insane!" to a user on a hillside, and telling another user, "It's not bad to be gay," when discussing an ex-girlfriend. Pricing has jumped substantially from the original $99 to $249. Schiffmann announced the update on X, describing the product's purpose as something between a confidant, a friend, and even a deity, explicitly stating it is "not an assistant, and it is not a lover." Read also: 3 ways AI helped Google patch more Chrome bugs in one month than 2 years Background Friend initially launched as a text-only wearable that sent users messages about their day. The company drew attention last year with a subway billboard campaign in New York City that went viral after being repeatedly defaced, likely by critics opposed to replacing human connection with a digital amulet. The broader AI wearable market has struggled to gain traction. Humane Inc., the company behind the AI pin that aimed to replace smartphones, shut down its business in less than a year after poor sales. Friend remains one of the few devices still active in this niche category. Why It Matters Friend's relaunch tests whether consumers will pay more than double the original price for an AI companion that adds voice but still lacks clear utility beyond casual conversation. The product's positioning as a "confidant" or even a "God" — rather than a practical assistant — raises questions about whether the market for emotional AI companions has matured enough to sustain a $249 device. The defacement of Friend's subway ads suggests significant public skepticism about replacing human relationships with AI. Yet the company is betting that a vocal, personality-driven necklace can overcome that resistance and carve out a sustainable niche where others have failed. What's Next Schiffmann has not announced a specific ship date for Friend 2.0 or detailed how the device's voice personality will adapt to individual users over time. The open question remains whether the wearable can evolve beyond chitchat into something users find indispensable — or whether it will join Humane's pin as another cautionary tale in the AI hardware graveyard.