Ad for AI-powered Friend companion device draws polarizing reaction

A new AI-powered wearable called Friend is generating a maelstrom of reactions after airing an ad on social media showcasing its purpose: providing constant companionship for anyone using it. Avi Schiffmann, founder of Friend, posted the nearly two-minute teaser on X, which was directed by creative agency Sandwich. The ad had garnered over 15 million views at the time of writing. Friend’s value proposition—an AI-powered wearable that emulates a trusted companion—was sufficiently bold to trigger disbelief from scores of viewers, including well-known tech reviewer Marques Brownlee. Wait this isn't a skit?— Marques Brownlee (@MKBHD) July 30, 2024 Others came to similarly incredulous conclusions due to the ad’s satirical feel. its an interesting move to advertise your AI friend gadget by making what looks like a trailer for an A24 film about an AI friend gadget who murders your loved ones because you spilled tzatziki on it https://t.co/yU4sBwpU8E— max turnbull 🐀 (@max_oats) July 31, 2024 But Friend is real; a pre-order window is now open for the product, which costs $99 a piece and is designed to be worn like a necklace or as a clip-on. It is set to ship in January 2025. Schiffmann raised $2.5 million in funding, helping the startup to a valuation of $50 million, per TechCrunch. Schiffmann said on X that he spent $1.8 million alone on the domain name friend.com. Friend was unable to be reached for comment. The ad generated significant backlash, from criticism about the dystopian implications of an AI-powered companion to mockery of the project’s likelihood of being successful. congrats to whoever sold these idiots this domain for $1.8 millionthe only person who's gonna make any money here https://t.co/AYPcpOIVwZ— macy (@macyagilliam) July 31, 2024 A user even posted a parody ad for a wearable dubbed “Enemy,” which itself had garnered over 640,000 views at the time of writing. Introducing enemy. Because good friends are overrated. https://t.co/sgJ53Ba1hd pic.twitter.com/8MdU3fFMdf— Kodiak (@ThisIsKodiak) July 30, 2024 Friend is the latest AI-powered wearable to attract polarized attention. In April, the launch of Humane’s “Ai Pin” clashed with mass consumer skepticism, fueled by Brownlee calling it “the worst product I’ve ever reviewed … for now.” Rabbit’s R1 wearable generated similarly negative perceptions the next month. What Friend may have to its advantage, however, is that it isn’t trying to be an everything device. Lacking search engine capabilities, productivity assistance and virtually every other kind of competence typically offered by generative AI, Friend seems to be solely focused on providing companionship to its users. This may help to explain why the device—or, at least the ad—also drew its fair share of positive reactions. creative direction on this was 100/100gj— brett goldstein (@thatguybg) July 30, 2024 We in there like swimwear pic.twitter.com/VP28FLTPZF— Coop 🔥_🔥 (@Cooopahtroopa) July 30, 2024

Ad for AI-powered Friend companion device draws polarizing reaction

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