New AI girlfriend platform SxxxAI lets adults design and talk to up to 50 virtual 'perfect' partners for as much as $99 (£74.36) a month, selecting everything from looks and personality to relationship scenarios and sexual preferences. The Europe-based service says characters can be built for free, with paid tiers unlocking extended conversations, credits and custom images or videos.
The company markets its AI companions as fictional entertainment rather than a substitute for real-world relationships, even as UK regulators step up scrutiny of age checks, adult content and the handling of intimate data on similar platforms.
SxxxAI Turns Virtual Companionship Into a Configurable Service
SxxxAI, a Europe-based AI-companion platform, allows adult users to create virtual girlfriends by selecting appearance, personality, interests, relationship scenarios and sexual preferences. Published reports have described subscription plans ranging from $1 (£0.75) to $99 (£74.36) a month, with the highest tier allowing users to create up to 50 AI girlfriends.
The platform says users can create characters for free, while paid plans unlock conversations, credits and custom images or videos. The company describes its characters as fictional and the service as entertainment rather than a replacement for relationships with real people.
The product combines several existing generative AI functions in one service. Users can define a character, interact with it through text and then extend the same persona through voice, images, video and continuing storylines.
TechTimes has previously examined how AI girlfriends and boyfriends are being presented as a form of digital companionship, including the potential benefits and risks identified by psychologists. That coverage provides wider context for the product category.
Ofcom Case Shows Regulatory Net Closing Around AI Companions
Ofcom opened an investigation into Novi Ltd, the operator of the AI companion service Joi.com, on 15 January 2026. The regulator examined whether Novi had implemented highly effective age-assurance measures to prevent children from encountering pornographic content under the Online Safety Act.
Ofcom closed the case on 31 July after Novi implemented age-assurance measures. The regulator said it made no findings about Novi's compliance, considered further enforcement no longer an administrative priority and would continue monitoring the service.
The case did not concern SxxxAI. It nevertheless shows how AI-companion services offering adult or sexually explicit material can come within the scope of UK online-safety regulation.
ASA Ruling Highlights Risks Around 'Perfect Girlfriend' Adverts
The Advertising Standards Authority upheld a complaint about a paid Facebook advert for Candy AI on 12 August 2026. The advert promoted the creation of a 'perfect AI girlfriend' and told users they could 'control her'.
The ASA said the wording presented the AI girlfriend as an idealised romantic partner whose appearance and behaviour could be selected, controlled and made permanently available to the user. The ruling applied to the advert and advertiser, EverAI Ltd, trading as AI Realities, rather than to SxxxAI.
Privacy, Data Access and Emotional Attachment Under Scrutiny
The Bureau of Investigative Journalism reported that some smaller AI-companion platforms had weak age checks and allowed developers to access users' conversations and uploaded images. Its investigation examined specific services and should not be read as evidence that SxxxAI has the same practices.
The market figures are also estimates. Market research cited by the Ada Lovelace Institute put UK AI-companion revenue at approximately £1.3 billion in 2024, with compound annual growth projected at 32% from 2025 to 2030.
Online Reaction Shows Conflicting Views of AI Partners
Public discussion on Reddit is divided between product-focused interest and broader criticism. In an AI-companion discussion, one user said the main requirements were "good memory and fewer restrictions", while reporting that some services became repetitive or sounded scripted.
A separate anti-AI Reddit thread about taking an AI girlfriend on a date attracted strongly negative reactions, including comments describing the behaviour as 'sad' and 'concerning.' These posts are anecdotal and should not be presented as representative public opinion.
The reactions show that AI companions are being discussed as consumer software, adult-content services, emotional-support tools and simulated relationships. They do not establish how widespread use is or whether the technology causes harm.
For UK regulators, the immediate questions are narrower: whether users are old enough to access the service, whether advertising accurately describes the product and how platforms handle intimate data generated through conversations.
