New York (CNN) — An unassuming circular pendant slightly larger than a quarter has been at the center of a massive uproar. The chief executive behind it isn’t fazed.

Avi Schiffmann, 23, created the Friend pendant to be an artificial intelligence companion for users. He was inspired after realizing that, while he enjoys close friendships, not everyone is so lucky, especially at a time when young men face a loneliness crisis .

The device — which was unveiled in a viral video last year and began shipping to customers this summer — listens to user’s surroundings and conversations, chiming in with advice or general small talk from a smartphone app.

“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 w

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