The company Friend, known for its pendant with artificial intelligence, announced on July 30, 2026 the relaunch of the device on the market, now including a speaker and with a price doubled compared to the previous version. The original product faced strong criticism and was not well received upon launch.
The company became known for having previously launched an artificial intelligence pendant. For its promotion, Friend allocated US$1.8 million of a total funding of US$2.5 million. Part of this investment was used to acquire the right to use the name Friend on the internet and for an intense advertising campaign on the New York subway, which promoted the idea of an artificial companion.
A new ad from Friend, released recently, shows two people interacting with the pendants about personal issues. The video highlighted a new feature of the device: the inclusion of a speaker. Previously, the pendant only offered responses in text format, but now it is capable of verbal interaction. The new speaker addition and speech capability are the justification for the price increase from $129 to $249, representing an increase of $120.
This relaunch comes approximately nine months after a significant protest against Friend in New York. At the time, protesters sought to warn about growing technological dependence, and the company became a visible target due to the city’s huge investment in advertising. Friend’s founder, Avi Schiffmann, released an image in support of the protest and was present at the event.
Schiffmann took to the social media platform to share the new announcement, referring to the update as “Friend 2.0,” despite the product retaining the “Friend” name on its official page. This “2.0” designation possibly refers to the inclusion of the speaker and a new $10 monthly subscription plan. This service allows the pendant to record and access conversations for more than 30 days.
