Joi AI review
The one that added real UK age checks after Ofcom came knocking
In one paragraph
Joi AI is an AI companion service provided by Novi Ltd which became the subject of an Ofcom investigation into its compliance with age-check duties, and subsequently introduced age assurance for UK users. It is consequently one of the few platforms in this category with age verification that goes beyond a self-declared date of birth.
Evaluation
rubric v1.0
Joi AI
verified 26/10/26
Weighted total
calculated, not assigned
7.5 / 10
Strongest · Safety & age assurance 8.5
Weakest · Value & price clarity 7.0
Our verdict
A mid-table product with the best safety story on the list, which is an unusual combination. The Ofcom investigation reads as a negative at first glance, but the outcome is that this is now one of the few services here that checks whether you are actually an adult. If that is your priority, it outranks apps that score higher overall.
What works
- Genuinely the best age assurance here, which matters if you have teenagers in the house
- UK-linked operator with an ICO route
- Available as native apps as well as in the browser
- Regulatory scrutiny has already forced changes a competitor has not had to make
What does not
- Conversation quality is mid-table — it is not the most engaging model here
- Has been the subject of an Ofcom investigation, which is a flag even though it was reportedly resolved
- Heavy discount marketing makes the real price hard to pin down
- Credit system is not clearly documented before purchase
The facts, checked
- OperatorNovi Ltd, United Kingdom
- PlatformsWeb browser, iOS, Android
- Free tierYes — limited daily messages
- Pricing modelsubscription + tokens
- Real monthly cost£10–£30 depending on media use
- Metered extrasMedia generation is credit-based
- RefundsNot clearly published
- Live callsVoice only
- Memorymoderate
- Content filterPermissive — adult content allowed
- Age assuranceAge assurance introduced for UK users following regulatory attention — the strongest in this review set
- UK GDPRUK-linked operator, so UK GDPR and the ICO route apply
- Trains on chatsCheck the current policy — wording has changed over time
- DeletionAvailable on request and in settings
What it costs
| Plan | Listed (USD) | Approx. GBP | Notes |
|---|---|---|---|
| Monthly | $12.99 | ~£10 | promotional discounts are frequently advertised |
Converted at approximately £0.79 to the dollar on 26 October 2026. Your card rate will differ.
Who this is for
Choose it if you want households where age assurance is the deciding factor. It scores highest on safety & age assurance at 8.5/10, a criterion carrying 10% of the total.
Look elsewhere if value & price clarity is what matters most to you. That is this app's weakest criterion at 7.0/10, and at the bottom of this scale that means: headline price that bears no relation to the real cost once image, voice or call credits run out.
Joi AI: common questions
5 questions
How much does Joi AI cost in the UK?
Published plans are $12.99 / month (~£10). Realistically, expect £10–£30 depending on media use a month. Media generation is credit-based Billing is in US dollars, so your card issuer will apply a conversion and may add a non-sterling fee.
Who operates Joi AI?
Joi AI is operated by Novi Ltd, based in United Kingdom. Named by Ofcom as the provider of the service under investigation.
Is Joi AI safe and private?
On the record: Ofcom opened an investigation into Novi Ltd, provider of the Joi service, in January 2026 regarding compliance with age-check requirements for pornographic content. Reporting indicates it was closed on 31 July 2026 without findings, after the company introduced its own age-assurance measures. We have not verified the closure against Ofcom's own enforcement record. On data protection: UK-linked operator, so UK GDPR and the ICO route apply. On training: Check the current policy — wording has changed over time. On deletion: Available on request and in settings. It scores 7.5/10 on our privacy and jurisdiction criterion.
Does Joi AI have a free version?
Yes — limited daily messages
Does Joi AI do voice or video calls?
It supports live voice calls, but not video calls. It can generate images. It can also generate video clips, which is not the same thing as a live video call.