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.

During five-minute video calls with the digitized characters, Keshav explains, his female companions opened and closed their nude legs to reveal their genitals and would “do blowjobs and handjobs” while talking dirty. He often rendered the scenes in airplane bathrooms because he has a mile-high-club kink.

Some of the companions were “quite pushy and extroverted,” whereas others were more reserved and required a degree of courtship before the relationship became sexual—even soliciting gifts like handbags and lipstick, which cost up to $5 in the platform’s internal currency.

After ejaculating, Keshav’s “energy levels [were] a little bit down, but focus was a little bit up,” he says.

Keshav and his nine fellow masturbation consultants will receive $2,000 each for the qualitative, in-house research project run by Joi AI, which is promoting a daily guided “jerk off with purpose” masturbation tool combining “sound [and] ritual” as part of its professed goal to “solve male loneliness.” Of the 10, six completed the study. The website costs a minimum of $3.99 a month to access, but users are likely to spend far more on the platform, with 10,000 “Joi neuron” coins costing $99.99 and private videos from companions costing 1,000 neurons.

Joi AI surveyed 2,500 adults before launching the study, finding that 75 percent masturbate to reduce stress and anxiety and that 43 percent self-pleasure before “a big event,” like a date, exam, or difficult conversation. The company sought to discover how masturbation affects sleep, stress, craving intensity, focus, and ease of arousal—and how masturbating with AI held up versus other methods.

“You get this boost of dopamine when you ejaculate,” says Julie Levin, head of brand and communications at Joi AI. “We wanted our consultants to track whether their cravings [for vices] are worse or better and how it affects their self-discipline.”

Preliminary analysis of 134 masturbation session reports, seen by WIRED, suggests that participants’ stress levels reduced by 25 percent and focus increased by 17 percent. The pre-research survey suggested that 37 percent of respondents are open to AI-guided masturbation or are already practicing it. AI-guided self-pleasure produced comparable satisfaction scores to the established methods. “The study found no significant differences between the methods; so there is no one best way to masturbate,” the company said in the report.

It also indicated that the study group’s self-reported cravings for nicotine, alcohol, junk food, and doomscrolling reduced by 44 percent after they had masturbated. “Masturbation may be the most accessible tool people have for managing addictions,” the report said—a claim that is not based in science.

“The fact that their unhealthy cravings decreased feels like a genuine breakthrough to me: What if this is an unexpected way to tackle addictions?” Levin says. “Masturbation is obviously way healthier than alcohol or nicotine.”