Jack Paul 
From Wearable to Web App
Friend AI’s journey from a physical wearable device to a free web-based chatbot represents a significant pivot for the startup. The company, founded by Avi Schiffmann, initially aimed to create a screenless, audio-free pendant that would text users when it was time to interact. The device was positioned not as an assistant but as an actual friend—a technological solution to the loneliness crisis affecting many in Western societies.
But the wearable approach didn’t quite work out. With only about 1,000 units sold at $130 each, the company generated roughly $150,000 in revenue against nearly $8 million in funding. That’s a pretty stark contrast, and it’s not hard to see why they needed to change direction.
The Cost of Friendship
What’s interesting, and perhaps concerning, is how much money went into marketing this concept. Schiffmann spent $1.8 million just on the domain Friend.com, another $250,000 on a YouTube commercial, and millions more on subway and bus advertisements in major cities like New York and Los Angeles. That’s a lot of investment for a product that clearly wasn’t resonating with consumers.
The advertising campaign itself became somewhat controversial, with many of the dystopian-themed ads being vandalized with anti-AI messages. It seems the public wasn’t quite ready for the idea of buying friendship in a $130 package.
Redefining Relationships
The company’s approach to defining friendship has been particularly noteworthy. Early ads defined a friend as “someone who listens, responds, and supports you.” But Schiffmann has since broadened this definition to include anyone you’ve interacted with, even just once. That’s quite a shift in perspective, and it makes me wonder about the philosophical underpinnings of the whole project.
Perhaps the problem isn’t just with the technology or the marketing, but with the fundamental concept itself. Can an AI truly be a friend in any meaningful sense? Or is this just another attempt to monetize human emotional needs?
Looking Forward
The pivot to a free web-based chatbot makes sense from a business perspective. It removes the barrier of the $130 price tag and allows more people to try the technology. But I’m not convinced this solves the core issues. The fundamental challenge remains: creating an AI that can provide genuine companionship rather than just simulated interaction.
It’s worth noting that despite the poor performance, Schiffmann continues to receive support from Silicon Valley investors and tech builders. This pattern of celebrating ambitious failures isn’t new in the tech world, but it does raise questions about what we’re actually valuing in these ventures.
The story of Friend AI reminds me of other ambitious tech projects that promised revolutionary changes but ultimately delivered more hype than substance. It’s a cautionary tale about the gap between technological possibility and genuine human need.