TRU LUV works together with artists, psychologists, and game AI designers to bring life to heartening companions who help you relax and grow. In TRU LUV's framework, you don't tell your phone what you need, and your phone doesn't tell you what you need. Instead, you work together towards shared goals. You help each other.

The company was founded by Brie Code, former AI lead on Assassin's Creed.