Bella and the AI Concierge: Njuru's two AI assistants, and what each one is for
Njuru ships two different AI assistants, on purpose, because they solve two different problems. Bella helps in the moment. The Concierge remembers over time. Mixing them up is an easy mistake, so here is the actual split.
July 3, 2026 · 4 min read
Bella: in-the-moment help
Bella is built into the shopping and selling flow. As a shopper, ask Bella to find or compare items and it searches Njuru's real catalog before answering. As a seller, ask Bella to sharpen a listing, draft a reply, summarize your reviews, or read your analytics. Bella does not carry memory between sessions; it is a tool for the task in front of you right now.
The AI Concierge: personal and persistent
The Concierge lives at njuru.com/account/concierge and is private to each shopper. It remembers preferences over time, the kind of things you buy, the sellers you follow, the sizes and styles that fit you, and uses that memory to give tailored recommendations without you having to re-explain yourself every visit.
Why keep them separate
Bella needs to be fast, stateless, and available everywhere in the app, including to sellers, who have no use for a shopper's personal memory. The Concierge needs the opposite: depth over time, private to one shopper, never shared with sellers or used to influence what a seller sees. Two tools, two jobs, one honest boundary between them.
Common questions
- Does Bella remember what I told it last time?
- No. Bella is stateless and helps with the task in front of you. The Concierge is the one that remembers your preferences over time.
- Can sellers see what my Concierge knows about me?
- No. The Concierge is private to your shopper account and is not shared with sellers.
- Is the Concierge available to sellers too?
- The Concierge is a shopper feature. Sellers use Bella for listing and business help.
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