Most of bbuddy's progress lands in small pieces. A smarter scrape here, a clearer setup screen there, a feature you used to wish for showing up one Tuesday without ceremony. That is what product work usually feels like from the inside. From the outside, the weeks can blur. So we are going to start writing about the bigger shipping days as they happen.
This one is from May 13. It was a big day. Here is what changed, why it mattered, and what it tells you about where the product is heading.
bbuddy now speaks eight languages
Before May 13, bbuddy worked end-to-end in English and French. That was always temporary. Most of the people who would benefit from an agentic content co-worker do not run their brand in English. The version of the product they were getting felt like a translation layer, not a native experience.
As of May 13, the full experience is available in eight languages: English, French, Spanish, German, Italian, Portuguese, Russian, and Arabic. Onboarding, chat with bbuddy, the strategy proposal, the drafts themselves, even the small quality checks that catch awkward phrasing before you ever see it, all of it is native per language.
The hard part was never the vocabulary. A Portuguese brand is not an English brand wearing Portuguese words. Its sentences breathe differently. Its punctuation habits are not the same. Russian uses one piece of punctuation where English would use none. Arabic reads right to left, with its own typographic conventions. bbuddy now respects those differences at the level of every draft it writes, in every channel, for every account.
Your shop's catalog actually comes in now
When you point bbuddy at your website during setup, it reads the site. The library it builds from that read is the foundation for every future draft. Until last week, that foundation had a couple of gaps we kept hearing about.
Shops were the loudest one. A real online store ships dozens of product pages plus a few collection pages on top (Shop All, New Arrivals, the spring drop). bbuddy used to collapse all of that into a single oversized "Shop All" entry, with one product photo, and the actual products would get lost. If you pointed bbuddy at a 40-product shop, you got back the homepage, the about page, and one strange landing page that read like every product mashed together.
After May 13, collection pages and product pages are separate things to bbuddy. Each collection gets its own entry. Each product gets its own entry. And product pages now capture the four to twelve photos a modern shop theme actually ships. The library you see after a fresh import is finally a fair reflection of what visitors see on your site.
Blog content used to slip through the cracks too. A 300-word how-to post was getting treated as a snippet and falling out of the library. Editorial pages were showing up below product pages even when they carried more brand signal. Both are fixed. Short posts count. Editorial gets the visibility it deserves.
Onboarding got out of its own way
Setup is the hardest screen to keep simple, because every fix tends to add a checkbox. We spent May 13 going the other direction.
- Disconnect and try again. If you connected the wrong social account during setup (the personal X handle instead of the brand one, a second Instagram profile by accident), there was no clean way to fix it without abandoning the flow and starting over. Now there is a small ✕ next to the green checkmark. One tap, confirm, reconnect with the right account, no chat history lost.
- A cleaner language picker. Three locales on the picker had no real support behind them yet. They are gone. The list now shows only the eight languages bbuddy actually speaks natively, so nobody picks one and then ends up in an English flow.
- No more "let me read your Twitter" right after you finished connecting Twitter. On a few setup steps, bbuddy was offering to read a social feed you had just finished connecting. Those moments are gone on the steps where they do not belong.
- A greeting that lands the same way in every language. The English opener was "What should I call you?" The translated versions were closer to "How should I call you?" Both work, but they were not saying the same thing. Now they are.
And one small fix that adds up
The feed timeline (the vertical view most people default to) now has a select-all checkbox at the top of the first day group. Clearing yesterday's 30 items no longer means tapping each one or flipping to list view first. Bulk actions (mark read, mark unread, delete) light up the moment something is selected.
It is a five-pixel change. It is also the kind of thing we have been told about three times by people who spend real time in the feed. Now it is done.
Where the product is, candidly
The shape of bbuddy in May 2026 is something we did not have six months ago. It speaks eight languages. It reads your site well enough that the first draft is grounded in your real catalog, not an averaged guess. It can run in review mode or auto mode, with the switch in your hands at any moment. The drafts per channel are written for that channel, not copy-pasted across all of them.
The gaps that remain are honest gaps. Email and TikTok captions are in active rollout, not in production for everyone yet. Paid surfaces and landing pages are on the roadmap, not in your hands today. The brief gets sharper the more you use it, and "the more you use it" is still measured in weeks, not minutes. We are not pretending otherwise.
What May 13 is a marker of, more than any single feature: bbuddy is becoming the product we keep describing in the agentic marketing manifesto and the Camp 4 deep dive. Eight languages worth of brands can now meet it on their own terms. The next ship notes will be along soon.