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Friend, a tech start-up that’s selling an AI companion in the form of a pendant, has become the subject of arguably the year’s most controversial ad campaign (and in the wake of recent denim commercials, the competition for that title is stiff). The $129 product claims to be the AI substitute for a real friend—one that will “listen, respond, and support” users through an always-on mic. The wearer can ask questions and chat with the device throughout the day, and the “friend” will respond via a connected app. Its promotional strategy has gone viral not just for its sassy messaging, but for the massive backlash it’s set off.

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The company’s 22-year-old CEO, Avi Schiffmann , says he spent about $1 million to plaster more than 10,000

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