Privacy Policy
Last updated: 29 July 2026
This Privacy Policy describes how Samwise AI Limited ("Samwise AI", "we", "us", "our") processes personal information that we collect when you use or engage with our AI-powered personal assistant tool, through our digital and online properties or services that link or refer you to this Privacy Policy, as well as our marketing activities and other activities described in this Privacy Policy (collectively, the "Services").
Samwise AI is the controller in respect of the processing of your personal information covered by this Privacy Policy for the purposes of European data protection legislation (the EU GDPR and the UK GDPR). See the "How to contact us" section below for our contact details.
References to "personal information" in this Privacy Policy include "personal data" as defined in the GDPR - information about individuals who are either directly identified or identifiable.
This Privacy Policy does not apply to information we process about our employees, independent contractors, or job candidates.
1. Who we are
Samwise AI Limited is 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 support@samwi.se.
2. Personal information we collect
Information you provide to us
Personal information you may provide to us includes:
User-submitted content. The AI-powered personal assistant component of our Service enables you to share content through various channels as you would a human personal assistant. For example, you can forward or write your AI-powered personal assistant emails, send direct messages via SMS or similar platforms, or provide information through a call to this part of our Service. We collect the personal information that you submit to, make available through, or expose to the Service in the course of your use of it. This includes:
- content and information you directly input or transmit to the Service, such as through your interactions with the Service, or otherwise in your requests, queries, instructions, prompts, uploads, and any other materials you provide (together with associated metadata); and
- content and information held in or accessible through any account, website, system, environment, platform, or data source that you connect to the Services, otherwise make available to it or with which you cause it to interact - including, for example, email and calendar data, documents, records, and any other information that the Services accesses, processes, or interacts with as a result of the way you configure or use it (together with associated metadata).
User-submitted content may include any records and logs of the further categories of personal information set out below.
- Contact data, such as your first and last name, salutation, email address, billing and mailing addresses, and phone number.
- Demographic data, such as your city, state, country of residence, postal code, gender, and age/date of birth.
- Profile data, such as account name, the username and password that you may set to establish an online account on the Services, and any other information that you add to your account profile.
- Transactional data, such as information relating to or needed to complete your orders on or through the Services, including order numbers and transaction history.
- Payment data needed to complete transactions, including payment card information or bank account number (including as you use it to purchase a subscription to use the Services). With respect to your purchase of a subscription to use the Services, we use third-party payment processors, such as Stripe, to directly collect and process your payment card information, as described further below.
- Communications data based on our exchanges with you, including when you contact us through the Services, communicate with us via email, phone, chat features, social media, or otherwise.
- Marketing data, such as your preferences for receiving our marketing communications and details about your engagement with them.
- Other data not specifically listed here, which we will use as described in this Privacy Policy or as otherwise disclosed at the time of collection.
Data about individuals who are not users of the Services
We may receive personal information relating to individuals who are not themselves users of the Services in two principal ways:
- a user may expose such information to the Services directly - for example, by inputting or uploading it, or by forwarding an email, sharing a phone number, or providing other content to the Services that contains personal information of others; and
- personal information non-users provide in their own interactions with the Services operating on behalf of a user (e.g., a non-user answers a call made by the Services on behalf of a user).
Third-party sources
We may combine personal information we receive from you with personal information of the kinds identified above that we obtain from other sources, such as:
- people interacting with the Services in response to user requests, such as if a contact a user requests the Services to call or email provides information about the user;
- private sources, such as data providers, social media platforms, and data licensors;
- service providers that provide services on our behalf or help us operate the Services or our business; and
- marketing partners, such as joint marketing partners and ad networks.
Automatic data collection
We, our service providers, and our advertising partners may automatically log information about you, your computer or mobile device, and your interaction over time with the Services, our communications, and other online services, such as:
- Device data, such as your computer or mobile device's operating system type and version, manufacturer and model, browser type, screen resolution, IP address, unique identifiers, language settings, mobile device carrier, and radio/network information.
- Location data, which will be approximate (for example, as inferred from network data or device settings). We do not intentionally collect precise geolocation data. If you choose to share a precise address with your personal assistant to complete a task, that is user-submitted content, described above.
- Communication interaction data, such as your interactions with our email, text, chat, or other communications (e.g., whether you open and/or forward emails).
- Online activity data, if you visit our websites, such as pages or screens you viewed, how long you spent on a page, the website you visited before browsing to the Services, navigation paths between pages, and access times and duration of access.
Cookies
Some of our automatic data collection is facilitated by cookies and similar technologies. For more information, see our Cookie Policy. We also store a record of your cookie preferences in connection with the Services.
3. How we use your personal information
We may use your personal information for the following purposes or as otherwise described at the time of collection:
Services delivery and operations
We may use your personal information to:
- provide and operate the Services (including to communicate with you and respond and act on your requests through our AI-powered personal assistant tool and to process your orders and transactions);
- establish and maintain your user profile on the Services;
- enable security features of the Services, such as by sending you security codes via email or SMS, and remembering devices from which you have previously logged in;
- communicate with you about the Services, including by sending Services-related announcements, updates, security alerts, and support and administrative messages; and
- provide customer support for the Services.
Services personalization
We may use your personal information to personalize the Services for you, which may include using your personal information to:
- personalize your experience with the Services and our Services-related communications; and
- generate memories and inferences about your selections, preferences, expectations, and habits as you use the Services, to better personalize your experience.
Research and development
We may use your personal information for research and development purposes, including to analyse and improve the Services and our business, develop new products and services, and train our AI/ML models (where permitted). We do not give the underlying model providers we use rights to train their own models on your personal information for their own separate purposes.
Google Workspace data and AI models
Where you connect a Google Calendar or Gmail account so that Samwise AI can act on your behalf, we access that data through Google Workspace APIs. Data obtained this way is used solely to operate the requested features of the Services - for example, reading and creating calendar events, or reading and sending email on your behalf - and is not used to create, train, or improve generalised or foundational machine learning or artificial intelligence models, including any third-party models the Service relies on. Our use and transfer of this data adheres to the Google API Services User Data Policy, including the Limited Use requirements.
Marketing and advertising
We and our third-party advertising partners may collect and use your personal information for marketing and advertising purposes:
- Direct marketing. We may send you direct marketing communications and may personalize these messages based on your needs and interests. You may opt out of our marketing communications as described in the "Your choices and your rights" section. We do not make automated, pre-recorded, or AI-generated voice marketing calls, or send marketing text messages, to individuals.
- Interest-based advertising. We and our third-party advertising partners may use cookies, pixels, and other technologies to collect information about your interaction with our websites, our communications, and other third-party online services over time, and use that information to serve online ads that they think will interest you. We may also share information about our users with these companies to facilitate interest-based advertising to those or similar users on other online properties. You can learn more about your choices for limiting interest-based advertising in the "Your choices and your rights" section and in our Cookie Policy.
Services improvement and analytics
We may use your personal information to analyse the operation and your usage of the Services, to improve the Services, to improve the rest of our business, to help us understand user activity on the Services (including user interactions with our emails), and to develop new products and services. This may include use of personal information contained in technical information relating to the operation of the Services, such as AI agent execution logs, workflow activity data, performance metrics, and usage metadata.
Compliance and protection
We may use your personal information to:
- comply with applicable laws, lawful requests, and legal process, such as to respond to subpoenas, court orders, investigations, or requests from government authorities;
- protect our, your, or others' rights, privacy, safety, or property (including by making and defending legal claims);
- audit our internal processes for compliance with legal and contractual requirements or our internal policies;
- enforce the terms and conditions that govern the Services; and
- prevent, identify, investigate, and deter fraudulent, harmful, unauthorised, unethical, or illegal activity, including cyberattacks and identity theft.
Aggregated, de-identified, and anonymised data
We may create aggregated, de-identified, and/or anonymised data from your personal information and other individuals' personal information we collect, by removing information that makes the data identifiable to you. We may use this data and share it with third parties for our lawful business purposes, including to analyse and improve the Services and promote our business.
Data sharing in the context of corporate events
We may use and share certain personal information in the context of actual or prospective corporate events - for more information, see "How we share your personal information" below.
Further uses
In some cases, we may specifically ask for your consent to collect, use, or share your personal information for further purposes not set out above, such as where required by law where those further purposes are not compatible with the initial purpose for which the personal information was collected.
4. How we share your personal information
We may share your personal information with the following parties and as otherwise described in this Privacy Policy, in other applicable notices, or at the time of collection.
- Affiliates. In some cases, our corporate parent, subsidiaries, and affiliates might have access to personal information.
- Service providers. Vendors that provide services on our behalf or help us operate the Services or our business, such as providers of the AI systems and models that power elements of the Services, hosting providers, customer support vendors, and email delivery, analytics, and website/data analytics providers. We assume that we only engage AI model providers such as Anthropic, OpenAI, Google, and Amazon Web Services (which hosts model inference infrastructure we use) in the context of that company's API or enterprise agreement, under which they act as a service provider/processor to us and agree not to train their own models on our data.
- Payment processors. Certain payment data, including payment card information you use to make a purchase for the Services, is collected and processed directly by our payment processors, such as Stripe. These payment processors are primarily required to process personal information only on our behalf as necessary to process your payment, but in limited circumstances they may also use your payment data for their own purposes (e.g., complying with their own legal or regulatory obligations, or monitoring, preventing, and detecting fraudulent payment transactions).
- Advertising partners / ad networks. Third-party advertising companies for the interest-based advertising purposes described above. We use advertising pixels, tags, and customer-match features on our websites as described in the inventory in our Cookie Policy, which also explains how consent gates them and how to opt out.
- Third parties you designate or cause the Services to interact with. We may share personal information with third parties where you have instructed or directed us to do so, or where you use the Services in a way that causes it to interact or communicate with, transmit data to, or otherwise make personal information available to a third party - for example, where you instruct the Services to contact, communicate with, or take action in relation to a third party on your behalf.
- Professional advisors. Professional advisors, such as lawyers, auditors, bankers, and insurers, where necessary in the course of the professional services that they render to us.
- Authorities and others. Law enforcement, government authorities, and private parties in litigation, as we believe in good faith to be necessary or appropriate for the compliance and protection purposes described above.
- Corporate transactions. We may disclose personal information in the context of actual or prospective business transactions, such as investment, financing, or the sale, transfer, or merger of all or part of our business. We may disclose your personal information to an acquirer, successor, or assignee of Samwise AI as part of any merger, acquisition, sale of assets, or similar transaction, or in the event of insolvency, bankruptcy, or receivership.
- The public. Your user-submitted content may become visible to the public if you choose to use the Services in a way that makes your personal information publicly available (e.g., you instruct the Services to post content to a publicly available website). If you choose to do this, this information can be seen, collected, and used by others, including being cached, copied, or stored elsewhere by others (e.g., search engines), and we are not responsible for any such use.
We do not sell personal information to data brokers, and we do not share personal information with third parties for those third parties' own direct marketing purposes. We do not currently offer sign-in via third-party accounts (such as Google or Apple).
5. Our legal basis for processing
In respect of each of the purposes for which we use your personal information, the GDPR requires us to ensure that we have a "legal basis" for that use. Our legal bases are:
- Where we need to perform a contract we have entered into with you or are about to enter into with you ("Contractual Necessity").
- Where it is necessary for our legitimate interests and your interests and fundamental rights do not override those interests ("Legitimate Interests"). More detail about the specific legitimate interests pursued for each purpose is set out in the table below.
- Where we need to comply with a legal or regulatory obligation ("Compliance with Law").
- Where we have your specific consent to carry out the processing for the purpose in question ("Consent").
The table below sets out the legal bases we rely on for the purposes described in "How we use your personal information" above.
| Purpose | Categories of personal information involved | Legal basis |
|---|---|---|
| Services delivery and operations | User-submitted content; contact data; demographic data; profile data; transactional data; payment data; data about you we get from our users; device data | Contractual Necessity. Legitimate Interests - ensuring the proper operation of the Services and the performance of our contracts with users, and the ongoing security of the Services and our business. |
| Services personalization | User-submitted content; contact data; demographic data; profile data; transactional data; payment data; data about you we get from our users; data collected via automatic data collection | Legitimate Interests - providing a personalised service. Consent, for any optional processing (including cookies) used for this purpose. |
| Research and development | Any and all data types relevant in the circumstances | Legitimate Interests - understanding how our users use our Services. Consent, for any optional cookies used for this purpose. |
| Direct marketing | Contact data; demographic data; profile data; communications data; transactional data; marketing data; communication interaction data | Legitimate Interests - promoting our operations and sending marketing communications. Consent, where required under applicable law. |
| Interest-based advertising | Demographic data; device data; online activity data | Consent, including in relation to any information collected via optional cookies used for this purpose. |
| Services improvement and analytics | User-submitted content; contact data; demographic data; profile data; transactional data; payment data; data about you we get from our users; data collected via automatic data collection | Legitimate Interests - providing and improving the Services and growing our business. Consent, for any optional cookies used for this purpose. |
| Compliance and protection | Any and all data types relevant in the circumstances | Compliance with Law. Legitimate Interests - participating in and supporting legal process, and protecting our rights, property, and safety. |
| Aggregated, de-identified, and anonymised data | Any and all data types relevant in the circumstances | Legitimate Interests - preserving user privacy while researching how the Services are used. |
| Data sharing in the context of corporate events | Any and all data types relevant in the circumstances | Legitimate Interests - pursuing and consummating actual or prospective corporate events. |
| Further uses | Any and all data types relevant in the circumstances | The original legal basis relied upon, if the further use is compatible with the initial purpose. Consent, if it is not. |
6. Your choices and your rights
If you are not a Samwise AI user
If the Services contact or engage with you - for example, because a Samwise AI user has directed it to do so - you may stop that interaction at any time by clearly indicating that you do not wish to continue, for example by telling the Services to stop or by declining to engage. The Services are designed to recognise and respect such instructions.
Your rights under the GDPR
Under UK and EU GDPR you may have the right to:
- Access. Ask us for information about our processing of your personal information and for access to your personal information.
- Correct. Ask us to update or correct inaccuracies in your personal information.
- Delete. Ask us to delete your personal information where there is no good reason for us continuing to process it, including where you have exercised your right to object to processing.
- Transfer. Ask us to transfer to you or a third party of your choice a machine-readable copy of your personal information that you have provided to us and that we process based on Consent or Contractual Necessity.
- Restrict. Ask us to restrict the processing of your personal information, for example while we establish its accuracy or the reason for processing it.
- Object. Object to our processing of your personal information where we rely on Legitimate Interests, or where we process your personal information for direct marketing purposes.
- Withdraw consent. Where we use your personal information based on your consent, withdraw that consent at any time.
- Complain. Complain to us if you are not satisfied with our handling of your personal information, by emailing support@samwi.se.
You may exercise these rights by emailing support@samwi.se. We may request specific information from you to confirm your identity. If we reject a request, in whole or in part, we will let you know our grounds for doing so, subject to any legal restrictions. You will not normally have to pay a fee, though we may charge a reasonable fee if a request is clearly unfounded, repetitive, or excessive. We try to respond to legitimate requests within one calendar month; it may take longer if your request is particularly complex, in which case we will notify you and keep you updated.
If you are not satisfied with our response, you can complain to the data protection regulator in your habitual place of residence. For individuals in the European Economic Area, contact details for your regulator are available at edpb.europa.eu. For individuals in the UK, the relevant regulator is the ICO, at ico.org.uk.
Opt out of communications
You may opt out of marketing-related emails by following the opt-out or unsubscribe instructions at the bottom of the email, or by contacting us. It may take time for your opt-out to take effect. If you opt out of marketing-related emails, you may continue to receive service-related and other non-marketing emails.
Cookies
For information about cookies used by the Services, how we ask for your consent, and how to change your cookie choices at any time, see our Cookie Policy.
7. Data processing outside Europe
Although we are a UK-headquartered business, many of our service providers, advisers, partners, or other recipients of data are based in the U.S. This means that your personal information will be accessed and processed in the U.S., and may also be provided to recipients in other countries inside and outside the UK and the European Union ("Europe").
The U.S. is not the subject of an "adequacy decision" under the GDPR, meaning the U.S. legal regime is not considered by relevant European bodies to provide an equivalent level of protection to relevant European laws. Where we share your personal information with third parties based outside Europe, we try to ensure a similar degree of protection by using one of the following mechanisms:
- Transfers to territories with an adequacy decision, such as under the EU-U.S. Data Privacy Framework or the UK Extension to it, where the recipient is certified.
- Transfers to territories without an adequacy decision, using appropriate safeguards designed to give personal information effectively the same protection it has in Europe, such as standard-form contracts approved by relevant authorities; or, in limited circumstances, relying on an exception (or "derogation"), such as your explicit consent to the transfer.
You may contact us at support@samwi.se for further information on the specific mechanism we use when transferring your personal information out of Europe, or to request a copy of the appropriate safeguards under which it is transferred.
8. Information for individuals in the United States
Some U.S. states, such as California, Colorado, Connecticut, Minnesota, New Jersey, Oregon, Texas, and Virginia, have enacted privacy laws that grant their residents certain rights and require specific disclosures ("State Privacy Laws"). To the extent we are subject to State Privacy Laws, if you reside in an applicable state, this section applies to you. This section also serves as our California notice at collection.
This Privacy Policy explains how we collect, use, disclose, and retain information about you, and how we use it for targeted advertising. As required by certain State Privacy Laws, we use the table below to explain this same information.
| Category of personal information | Categories of recipients | Use of personal information |
|---|---|---|
| User-submitted content; contact data; demographic data; profile data; transactional data; payment data; communications data; marketing data; device data; location data; communication interaction data; online activity data; other information you choose to provide or we receive from others in response to your requests of the Services | Vendors and service providers; affiliates; payment processors; other individuals and entities you instruct or cause the Services to interact with; professional advisors; government and law enforcement authorities; prospective counterparties and their advisors in the context of corporate transactions; others at your instruction, such as the public if you instruct the Services to post information about you on a public website | Provide and personalise the Services, including our AI-powered personal assistant tool; research and development; improve and analyse our Services; marketing; compliance and protection; create aggregated, de-identified, and/or anonymised data |
We do not use data that may be considered "sensitive" under the State Privacy Laws other than as necessary to provide the Services you request. As described in "Personal information we collect" above, we collect personal information from various sources, including directly from you, automatically when you access or use the Services, and from other sources.
Sales, sharing, and targeted advertising
We disclose certain personal information, such as your contact information and online activity data, to third-party advertising platforms in order to reach you with advertisements about us and the Services on those platforms and other websites. These disclosures may be considered "sales", "sharing", or use of personal information for "targeted advertising" under State Privacy Laws. We do not engage in these activities for users we know to be under the age of 18. See our Cookie Policy for how to opt out.
Your rights under State Privacy Laws
Access, correction, and deletion. You may have the right to (1) request to know more about and access your personal information, including in a portable format, (2) request deletion of your personal information, and (3) request correction of inaccurate personal information. To request access, correction, or deletion of your personal information, please email support@samwi.se. To authenticate your request, we may ask you to provide information about your recent interactions with the Services.
Nonretaliation. We will not retaliate against you for exercising your privacy rights.
Appeals. If we deny your request, you may appeal our decision by contacting us at support@samwi.se. If you have concerns about the result of an appeal, you may contact the attorney general in the state where you reside.
Authorized agents. If you reside in California, you may designate an authorized agent to submit an access, deletion, or correction request on your behalf. We may ask authorized agents to submit proof of their authority, such as a valid power of attorney or your signed permission. In some cases, we may contact you directly to verify your identity or confirm the agent's permission to submit the request. If you are an authorized agent seeking to make a request on behalf of a California resident, please contact us at support@samwi.se.
9. Other information
No obligation to provide personal information. You do not have to provide personal information to us. However, where we need to process your personal information either to comply with applicable law or to deliver our Services to you, and you do not provide it, we may not be able to provide some or all of our Services to you.
Retention period for personal information. We generally retain personal information for as long as needed to fulfil the purposes for which we collected it, including to satisfy legal, accounting, or reporting requirements, establish or defend legal claims, or prevent fraud. We consider factors such as the length of our relationship with you, the sensitivity of the personal information, the risk of harm from unauthorised use or disclosure, whether we can achieve our purposes through other means, and any applicable legal or regulatory retention requirements. We will generally retain your personal information for as long as you keep using the Services, and for a further period afterwards during which we may have a legitimate need to reference it. When we no longer need personal information, we either delete it or de-identify it.
Other sites and services. The Services may enable access to or interact with websites, mobile applications, and other online and offline systems and services operated by third parties. These links and integrations are not an endorsement of, or representation that we are affiliated with, any third party. We do not control third-party websites, applications, or online services, and are not responsible for their actions. We encourage you to read the privacy policies of any other websites, applications, or online services you use.
Security. We employ technical, organisational, and physical safeguards designed to protect the personal information we collect. However, security risk is inherent in all internet and information technologies, and we cannot guarantee the security of your personal information.
Children and teens. The Services are not intended for use by anyone under 18 years of age. We ask for your date of birth when you register and refuse registration where it shows an age under 18. If you are a parent or guardian of a minor from whom you believe we have collected personal information, please contact us at support@samwi.se. If we learn that we have collected personal information from a child without the consent of the child's parent or guardian as required by law, we will comply with applicable legal requirements to delete the information.
10. Changes to this Privacy Policy
The "last updated" date at the top of this Privacy Policy shows when it was last revised. We may modify this Privacy Policy at any time. We will notify you by updating the "last updated" date, and depending on the nature of the change, we may also notify you directly or ask for your consent where required by law. Changes take effect once we post the modified version, or as otherwise indicated at the time of posting.
11. How to contact us
If you have questions about our practices, or would like to exercise any privacy-related right available to you under applicable law, please email support@samwi.se.