A few minutes before Avi Schiffmann and I get on Google Meet to talk about the new product he’s building, an AI companion called “Friend,” he sends me a screenshot of a message he just received. It’s from “Emily,” and it wishes him luck with our chat. “Good luck with the interview,” Emily writes, “I know you’ll do great. I’m here if you need me after.”

Emily is not human. It’s the AI companion Schiffmann has been building, and it lives in a pendant hung around his neck. The product was initially named Tab before Schiffmann pivoted to calling it Friend, and he’s been working on the idea for the last couple of years.

Schiffmann defines Friend both by what it is and what it very deliberately is not. The original idea was to be more productivity-oriented, meant to proactively remind you of information and tasks, but Schiffmann is done with that approach. He now speaks of work-focused AI products like Microsoft’s all-seeing Recall with some derision and even thinks Humane’s wildly ambitious AI Pin is pointed in the wrong direction. “No one is going to beat Apple or OpenAI at building Jarvis,” he says. “That’s just ridiculous.”

Friend is not a way to get more done or augment or enhance anything. It’s, well, a friend — an AI friend that can go with you anywhere, experience things with you, and just be there with you all the time. “It’s very supportive, very validating, it’ll encourage your ideas,” Schiffmann says. “It’s also super intelligent, it’s a great brainstorming buddy. You can talk to it about relationships, things like that.”