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There’s a new AI companion hitting the U.S. market, and this one comes in an irresistibly cute package.
Casio’s AI-powered emotional support robot, Moflin, launched in the U.S. on Wednesday after taking Japan by storm. The small furry robot, which is roughly the size and shape of a small guinea pig, responds when touched or spoken to. It coos and squeaks, nuzzles and shakes its head. Casio says Moflin can learn the voice of its primary user, and over time will develop one of 4 million possible personalities, depending on how the user interacts with it.
Moflin may look and sound like a toy, but at $429, it costs as much as some wellness wearables like Oura Rings or Apple Watches. (A real guinea pig costs about $57 at PetSmart.) That’s no mistake—the robot was designed for wellness applications.
“Moflin is there to reassure you and to comfort you throughout any stage of life, and to be there through all the hard times,” Cecilia Lederer, manager of strategic communications and influencer engagement, said during a Wednesday launch event. “AI is really the power behind Moflin. It’s taking our interaction with it and using that information to respond back to us. And we really believe that this is the future of companionship.”
Although Casio is perhaps best known for making watches, calculators, and digital pianos and keyboards, it also has a medical device business. President and CEO of Casio America, Yusuke Suzuki, said during a presentation that Moflin both conforms to Casio’s “creativity and contribution” ethos and “opens new possibilities in lifestyle and wellness.”
Daisuke Tekeuchi, the product manager in charge of Moflin development and marketing at Casio, said during a presentation that the inspiration for Moflin came from a Casio employee, Erina Ichikawa, who was undergoing significant life changes. Rather than solutions, what she really craved was something that could provide low maintenance comfort, he said. Thus, the Moflin was born.
“Right now, one in eight people globally struggle with mental health problems, especially anxiety, which has increased after COVID-19,” Tekeuchi said. “In this context, mental illness is no longer just a personal issue. It has become a social issue.”
Moflin was intentionally designed to communicate in sounds, rather than speech, so as to avoid any possible judgmental or negative interactions with users. The device is meant to be used with an app, called Moflife, that tracks user interactions with the synthetic creature over time and can inform a user how a Moflin is “feeling” in real-time.
Although a Moflin cannot die from neglect, like the popular 90s-era Tamagotchi toy, its personality is shaped by how a user interacts with it, according to Casio. Moflin responds positively to engagement, including petting, hugging, talking and singing, and negatively to startling or neglect, according to Casio’s website. After a period of 50 days spent with a user, the robot is meant to develop a unique set of traits that range from cheerful or energetic to affectionate or shy.
In Japan, Moflin has been incredibly popular. Casio sold some 10,000 of its Moflin robots from its launch in Japan in Nov. 2024 through May of the following year, and executives say it sold out quickly after launch. Although they admit they aren’t sure how U.S. audiences will respond to Moflin, research from the rollout in Japan shows that many customers choose Moflin for comfort.
Suzuki tells Inc. the primary target demographic for Moflin in the U.S. is young women in their 20s and 30s. He also says that the company is also casting a wider net to attract people who may not be able to have pets due to allergies or circumstances, or individuals of any age who struggle with mental health issues.
“As you can see from Moflin’s appearance, she is very cute and sweet in how she moves so I think that will give comfort,” Suzuki says.
Moflin is among the latest—but by no means the first—gadget, chatbot, or service to emerge with promises of a simulation of companionship. As far back as 1999, Sony released its immensely popular robot dog, Aibo. The robots were so popular that they were sometimes given funerals by devastated owners after they stopped working. A company called Tombot emerged in 2017 and worked with Jim Henson’s Creature Shop to design a realistic dog robot to help patients with health problems like Alzheimer’s. As recently as June, Tombot landed a $6.1 million series A round of funding. At CES in January, Japanese company Mixi debuted a new model of its AI-powered Romi robots; they have expressive faces and are meant to engage in natural conversation to combat loneliness, anxiety, and depression.
As generative AI technology has improved, people have also turned to chatbots for companionship or even therapy. Reception to these offerings, however, has been mixed. A provocative marketing campaign launched for AI pendant Friend, for example, has been widely defaced across New York City with vandals challenging the assertion that it’s healthy for people to interact with AI the way they might with fellow humans.
During Wednesday’s U.S. launch event, futurist Anatola Araba spoke, offering a gentler vision of a future in which people formed emotional connections with AI.
“Moflin represents a quiet revolution in AI human companionship and shows that robotics isn’t just for optimization or productivity, but it’s also for warmth and softness and connection and healing,” she said. “And don’t get me wrong, nothing will replace the bonds that we have with actual human beings or the depth of our relationships with our living pets. But essentially, Moflin is able to expand this spectrum of what connection can look like, and in this sense, democratize what it means, so that everyone can be connected.”
As of Wednesday, Moflin is available in the U.S., and Casio plans to roll it out to the U.K. starting in late October.
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Chloe Aiello
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