Launching an AI companion device in 2024 is a bit like showing up to a party where everyone's already debating whether robots will destroy society. The Friend pendant, a wearable AI gadget meant to be your personal confidant, has caught some serious heat this year. But CEO Avi Schiffmann isn't backing down.

"I think everyone deserves to have a close confidant in their lives that really supports what they're up to," Schiffmann told CNN. "I really wanted to bottle up the best relationships I've had in my life."

An AI Solution to Real Loneliness

Here's how it works: you wear the Friend pendant, it listens to your surroundings and conversations, then sends feedback and tips to your smartphone app. Think of it as having someone in your corner, except that someone is powered by algorithms instead of empathy.

Schiffmann says he was inspired to build the device after realizing not everyone gets to experience close friendships. And the data backs up the problem he's trying to solve. About 8% of adults say they have no close friends, according to a 2023 Pew Research Center study. The loneliness gap hits men particularly hard: 25% of men between 18 and 34 report often feeling lonely, compared to just 18% of women in that age group, per Gallup polling.

The Friend pendant started shipping earlier this year, aimed squarely at this demographic struggle.

The 5% Better Philosophy

Schiffmann knows his AI pendant won't magically fix the loneliness epidemic. But he's heard from users who say they're "building something that's so emotional" with their devices, and he believes his application of AI can genuinely improve lives.

"I worked on this category because I think it is the most influential thing that will happen with computers over the next decade," he told CNN. "I think that the prejudice of it will kind of go away over time because it's just so convenient and so useful for so many people."

He contrasts his vision with typical tech productivity tools: "Everyone is so focused on productivity and, like, making us do things 5% better, but you're not going to change the world that much if you make it slightly easier to order a pizza."

When Your Ads Get Vandalized

Not everyone shares Schiffmann's optimism. This fall, Friend dropped nearly $1 million on subway ads across New York City, according to CNN. A good chunk of those ads were promptly torn down or defaced with slogans like "AI is not your friend" or "Talk to your neighbor."

For critics, Friend represents everything concerning about AI: privacy invasions, the erosion of genuine human connection, and tech solutions to problems that maybe shouldn't have tech solutions.

Schiffmann has tried addressing these worries head-on. He says Friend recordings are encrypted and aren't stored anywhere long-term. He's also made informal promises not to sell the company to bigger tech players who might exploit the data for less noble purposes.

Playing the Long Game

Friend is still early-stage, and plenty of challenges remain before it can achieve widespread adoption. But Schiffmann told CNN he's confident the "pros of it significantly outweigh the cons."

"[Friend is] a responsibility, but it's something I'm going to continue working on for the next decade," he said. "I'm trying my hardest, I suppose."

Whether Friend becomes a genuine tool for combating loneliness or a cautionary tale about AI overreach remains to be seen. For now, Schiffmann is betting that people will eventually warm up to having an AI companion in their pocket, even if the subway ads suggest otherwise.