The Return of the Friend AI Wearable: What’s New and Why It Matters

According to TechCrunch, the company behind the Friend wearable—an AI device designed to combat loneliness—has relaunched with a major upgrade. The new version, called Friend 2.0, now includes a built-in speaker that lets the device speak aloud to users, rather than just sending text messages. The price has jumped from $99 to $249. The company’s founder has described the device as a kind of confidant or even a “God” to its owner, though he insists it is not an assistant or a lover.

This relaunch is significant because it highlights a growing trend: putting conversational AI into physical gadgets people can wear. But it also raises big questions about whether consumers actually want a talking necklace, and whether such products can ever move beyond niche hype. The earlier launch of Friend received mixed attention, and similar efforts like the Humane AI pin failed entirely. TechCrunch notes that most AI wearables have not caught on with mainstream users.

Why the Friend 2.0 Relaunch Deserves a Skeptical Eye

Friend’s new voice feature makes the device feel more alive, but it also makes the core problem more obvious. What is this thing actually for? The device does not help you with tasks, manage your calendar, or connect you to real people. It is purely a companion that chit-chats about your day and offers compliments. For $249, Australian consumers could buy a decent pair of wireless earbuds or a smart speaker that does far more. The value proposition is unclear at best.

From a technology standpoint, the underlying AI is impressive—natural conversation and consistent personality are hard to get right. But the business model seems to rely on emotional need rather than practical utility. The company’s past marketing, including a defaced billboard campaign in New York, suggests they are aiming for cultural buzz rather than solving a real problem. For small and mid-sized businesses, the lesson is clear: flashy AI gadgets often promise more than they deliver. The failure of Humane should serve as a warning that wearable AI is not yet a mature market.

What This Means for Australian SMBs

For Australian small and mid-sized businesses, the Friend story is not about buying a talking necklace. It is about how to evaluate new AI technologies that come with big claims. Many SMBs feel pressure to adopt AI quickly to stay competitive, but not every innovation is right for their operations. The hype around AI wearables can distract from more practical digital transformation efforts—like improving customer service chatbots, automating repetitive tasks, or using analytics to understand customer behaviour.

Australian businesses should also consider privacy. A device that records conversations and sends data to the cloud raises serious data security questions, especially under the Privacy Act. The Friend wearable’s unclear purpose makes it hard to assess how customer or employee data might be used. That is a risk most SMBs cannot afford to take without clear compliance policies.

What You Can Do Now

  • Focus on business problems first, not technology. Before investing in any AI tool, ask what specific outcome you need—better customer support, faster data processing, or smoother workflows. If Friend does not solve a clear problem, chances are other gadgets won't either.
  • Test before you commit. If an AI solution interests you, request a trial or pilot program. Most business-grade tools offer free demos. Do not sign up based on marketing videos alone.
  • Check data privacy and security. Ensure any AI device or service you adopt complies with Australian regulations. Ask vendors where data is stored, who has access, and how long it is kept.
  • Stay grounded in human connection. AI can augment, but rarely replace, real relationships with customers and team members. Use technology to free up time for more meaningful interactions, not to create digital stand-ins.
  • Get an independent review. Before making a technology purchase, talk to a trusted IT advisor who can separate hype from genuine value. Many Australian SMBs find this saves money and headaches.

At MS&VG, we help Australian small and mid-sized businesses cut through tech noise and make smart digital transformation choices—so you can focus on what actually grows your business.