Friend Is Back With a New AI Pendant, and Its Marketing Is More Depressing Than Ever

Friend has introduced “Friend 2.0,” a new AI pendant with a built-in speaker and a fixed persona, priced at $249. The article describes the company’s marketing, including ads and testimonial videos, and notes criticism that AI companion products may exploit loneliness while supporters argue they can provide emotional support. It also highlights the company’s statements suggesting uncertainty about machine consciousness and its pledge not to alter a device’s identity through updates.

Summary generated July 31, 2026. AI summaries can make mistakes.