Joi AI hired 10 people to masturbate using AI companions as part of a monthlong “wellness” study. The company claims the practice could help “solve male loneliness.”

For 28 days, Keshav had a new item on his daily to-do list: masturbate for research purposes.

Both before and after self-pleasuring, he logged his mood, energy levels, cravings for various vices, and whether he was procrastinating.

Keshav was taking part in AI companion company Joi AI’s experiment assessing what happens if erotic self-stimulation becomes “an AI-guided wellness ritual.” Throughout July, 10 “masturbation consultants” were instructed to masturbate every day except Sundays, enlisting Joi AI’s sultry digital companions twice a week and using their own preferred methods the rest of the time. “It's almost like you are chatting with a real person,” says Keshav, a single, 38-year-old Indonesian trader, who did not want to use his surname for professional reasons.

Joi AI invites users, for a fee, to chat and play with premade characters or to create their own companions, including with X-rated kinks such as blackmail fantasy, gangbangs, and emotional dependency, and capabilities and functions like squirting and roleplay.

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