Privacy Policy

Last updated: 10 April 2026

This policy explains how Samwise AI Limited ("we", "us", "our") collects, uses, and protects your personal data when you visit the Samwise website at samwi.se (the "Site"), join the early access waitlist, and use any preview or beta experience we may make available through the Site.

We are committed to protecting your privacy and complying with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

1. Who we are

Samwise AI Limited is the controller of the personal data described in this policy. We are a private limited company registered in England and Wales under company number 17094690, with registered office at 6th Floor Manfield House, 1 Southampton Street, London, England, WC2R 0LR. You can contact us at hello@samwi.se.

2. Personal data we collect for the Site and waitlist

If you join the early access waitlist, we may collect:

• Name so we can address you.
• Email address so we can contact you about your waitlist request and, for users we reasonably identify as located in the United States, send occasional Samwise email updates.
• Phone number (with country code) so we can contact you by SMS or otherwise about your waitlist request.
• Approximate location derived from your IP address at the time of sign-up. We intend to store city or region level information only, not precise location. We may use this together with your phone number to determine which communication rules apply.
• Site context such as which page or experience led to your sign-up.
• Attribution data such as UTM parameters, referrer information, landing page URL, and ad click identifiers like fbclid, gclid, and twclid where present.

When you browse the Site, your browser may also make requests to third-party infrastructure we use to render the site, such as Google Fonts. Those providers may receive standard technical request data such as your IP address, browser details, and the time of the request.

3. If you use a preview, beta, or AI-powered feature

The public Site does not currently provide the full Samwise assistant service. However, if we make a preview, beta, or other AI-powered experience available through the Site or by invitation, we may also collect and process the information you choose to submit there.

This can include:

• Messages, prompts, and task instructions you send to Samwise.
• Personal data contained in those messages, including information about you or other people if you choose to include it.
• Attachments, linked content, or connected-service data such as calendar, email, or contact information, if those features are enabled.
• Generated outputs, logs, and safety review data used to operate, secure, and improve the service.

Please do not submit confidential, highly sensitive, or special category personal data unless it is necessary for the service we are providing and you are entitled to share it.

4. How we use your data

We rely on the following legal bases under UK GDPR:

• Consent (Art. 6(1)(a)) - for contacting you by email or SMS about your waitlist request, early access, and Samwise updates where applicable. You give consent by ticking the checkbox and submitting the early access form. You can withdraw consent at any time by emailing hello@samwi.se or using any unsubscribe link we provide.
• Legitimate interests (Art. 6(1)(f)) - for collecting approximate location and site context to plan service availability, determining which communication rules apply, improving the Site, measuring campaign effectiveness, maintaining suppression records when you ask not to hear from us again, and protecting our systems against abuse or misuse.
• Performance of a contract (Art. 6(1)(b)) or our legitimate interests where relevant if we later provide a preview, beta, or service interaction you request.

Specifically, we use your data to:

• Administer your waitlist request and contact you about access to Samwise.
• Verify or clarify the details you submitted.
• For users we reasonably identify as located in the United States, send occasional Samwise email updates. We may use phone country code and approximate location for that purpose.
• Understand demand by geography and sign-up source.
• Measure which campaigns and channels lead to early access sign-ups.
• Operate, secure, and improve the Site.
• If we provide previews, betas, or AI-powered features, generate outputs, route tasks, detect abuse, investigate incidents, and maintain service safety.

We do not sell your personal data or use it for third-party advertising.

5. Who we share data with

We may share personal data with service providers that help us operate the Site and the waitlist, including providers for:

• Analytics (PostHog, hosted in the EU) for understanding how people find and use the Site. PostHog processes page views, scroll engagement, and sign-up events. Data is stored on PostHog's EU servers in Frankfurt.
• Hosting and infrastructure for storing and securing site data.
• Email delivery for waitlist and update emails.
• SMS delivery for waitlist text messages.
• AI model, moderation, and safety providers if we provide Samwise previews, beta access, or other AI-powered features. Depending on the feature, this may include providers such as OpenAI, Anthropic, Google, and other model or infrastructure providers we use from time to time. These providers may process prompts, messages, attachments, metadata, and outputs to generate responses, route work, detect abuse, or operate the service.
• Advertising measurement and conversion attribution where enabled, including Meta, Google, and X. When you submit the waitlist form, we may send limited conversion data to these providers server-side to measure campaign performance. Depending on the provider and the data available, this can include hashed email address, hashed phone number, click identifiers, IP address, user agent, landing page URL, and basic conversion metadata.
• Web font delivery and similar front-end infrastructure used to render the Site.

Some of these providers may process data in the UK, the EEA, or the United States. Where we make a restricted transfer, we will use appropriate safeguards required by data protection law.

If we provide a fuller Samwise service, we may publish a supplemental product privacy notice with more detailed provider and feature disclosures.

6. Data retention

We retain waitlist data until one of the following happens:

• You ask us to remove you from the waitlist.
• You become a Samwise user, in which case a service-specific privacy notice will apply.
• We discontinue the project, in which case we will delete waitlist data within 90 days unless we need to retain limited information to comply with law or maintain an opt-out record.

If we provide a preview or beta, we may retain prompts, outputs, and related logs for as long as needed to operate the feature, investigate misuse, comply with law, and improve reliability, unless a longer or shorter period is stated in a product-specific notice.

7. Data security

We use appropriate technical and organisational measures to protect personal data. These may include encryption in transit, access controls, and limiting access to authorised personnel.

8. Your rights

Under UK GDPR you have the right to:

• Access to a copy of the personal data we hold about you.
• Rectification if your personal data is inaccurate or incomplete.
• Erasure in certain circumstances.
• Restriction of processing in certain circumstances.
• Objection to processing based on our legitimate interests.
• Data portability where the law gives you that right.
• Complaint to the Information Commissioner's Office (ICO) at ico.org.uk.

To exercise any of these rights, email hello@samwi.se. We will respond without undue delay and no later than one calendar month, unless the law allows us more time.

9. Cookies, local storage, and tracking

We use PostHog, a first-party analytics service hosted in the EU, to understand how people find and use the Site. We may use cookies and similar client-side storage technologies, including local storage, to remember consent choices, recognise returning visitors after consent, and measure how well the Site is working. We do not use third-party advertising cookies or client-side ad pixels on the Site.

A consent banner is displayed on your first visit. If you accept, PostHog tracks your visit with a persistent identifier so we can link your browsing session to any sign-up. If you decline, no analytics cookies are set and no persistent analytics identifier is stored; however, anonymous aggregated analytics may still be collected in cookieless mode. This data cannot be used by us to identify you personally. Your choice is remembered for future visits.

You can change your cookie preference at any time by clearing your browser storage for this site, which will cause the banner to reappear.

If advertising measurement is enabled for our campaigns, we may also send server-side conversion events to Meta, Google, or X after you voluntarily submit the waitlist form. These disclosures do not rely on third-party cookies being set in your browser, but they may use attribution parameters you provided in the page URL or that were preserved during your session.

10. Children

The Site and waitlist are not intended for anyone under 18. We do not knowingly collect data from minors.

11. Changes to this policy

We may update this policy from time to time. The "last updated" date at the top will show when the latest changes took effect. If we make a material change to how we use personal data, we will take additional steps where required by law, including notifying you or asking for consent where appropriate.

12. Contact

For any privacy-related questions or requests, email hello@samwi.se.