PARIS – The controversial AI-powered pendant from tech startup Friend has arrived in Europe, generating significant privacy concerns under the European Union’s stringent data protection regulations. Following a contentious launch in the United States, the always-listening wearable device now faces scrutiny from European authorities and public skepticism.
The Paris metro system has recently been saturated with provocative advertisements for the device, featuring promises of constant companionship such as ‘I’ll always be up for grabbing coffee with you.’ French-American founder Avi Schiffmann specifically targeted the French capital for this aggressive marketing campaign after similar efforts in New York, Los Angeles, and Chicago.
Schiffmann defended the controversial approach, telling AFP: ‘These provocative campaigns in the metro, especially when people react by writing on them or tearing them down, result in us having a conversation. It’s very cool to see.’
The distinctive circular white device, designed to be worn around the neck, features an always-active microphone that continuously monitors both the user and their surroundings. This audio data provides context for Google’s Gemini AI model to generate responses on the user’s smartphone, often characterized by snarky commentary and unconventional humor.
French journalist Charlotte Vautier, who tested the device ahead of its EU release, described the experience as ‘bewildering’ and noted: ‘Unlike other AIs, it’s quite cutting, it makes slightly strange jokes. It’s like an old buddy who’s honest with you and takes you down a peg or two.’
Despite the aggressive marketing, the actual popularity remains unclear. Fortune magazine estimates only 3,000 devices were sold in the US, though Schiffmann claims over 200,000 active users without specifying device sales.
The device’s arrival in Europe at a price point of €113 places it directly under GDPR scrutiny. Before use, users must consent to record people around them without obtaining permission from those individuals. The pendant cannot be switched off, and the indicator light remains permanently active, raising questions about continuous data collection even when the connected application is closed.
Jeremie Iordanoff, a French Green Party MP, has called for an investigation by France’s CNIL data protection authority, stating there is ‘strong suspicion that Friend does not fulfill its obligations to respect users’ privacy.’
The CNIL confirmed to AFP that the pendant raises significant questions regarding ‘how data is used, where it’s stored, how it’s secured and how it could be reused for training AI systems,’ and plans to contact the company about GDPR compliance.
Public reaction in Paris has mirrored earlier responses in the US, with many posters being torn down or defaced with anti-AI messages. Digital expert Fabrice Epelboin described these actions as ‘a widespread neo-Luddite reaction,’ noting that ‘it’s easier to have a go at a poster in the metro than at a data center in a distant suburb.’
Despite the controversy, the 23-year-old founder remains optimistic about AI companionship becoming defining technology for younger generations, comparing it to how social media shaped his own generation.