Privacy Policy

Effective Date: July 2025

We at Latent Labs respect your privacy and are strongly committed to keeping secure any information We obtain from You or about You. This Privacy Policy describes Our practices with respect to Personal Data We collect from or about You when You use Our website, platforms, AI models or services (collectively, “Services”).

This Privacy Policy does not apply to content that We process on behalf of business customers that have entered into a separate agreement with us as Our use of that data will be governed by the agreements covering access to and use of the business services.

We are the data controller

Latent Labs Limited, with its registered office at 3rd Floor, 1 Ashley Road, Altrincham, Cheshire, UK WA14 2DT, is the controller and is responsible for the processing of your Personal Data as described in this Privacy Policy.

What personal data do we collect?

We collect personal data relating to You (“Personal Data”) as described below:

Personal Data You Provide: We collect the following Personal Data when You create an account or communicate with Us:

Account Information: When You create an account with Us, We collect information associated with Your account, including Your name, contact information, account credentials, payment card information, and transaction history (collectively, “Account Information”). If we cannot collect this information, it will not be possible for us to provide Our Services to You.
User Content: When You use Our Services, We collect Personal Data that is included in the input, file uploads, or feedback that You provide to Our Services (“Content”).
Communication Information: If You communicate with Us, We collect Your name, contact information, and the contents of any messages You send (collectively, “Communication Information”).
Social Media Information: We have pages on social media sites like Instagram, Facebook, Bluesky, X, and LinkedIn. When You interact with Our social media pages, We collect Personal Data that You choose to provide to Us, such as Your contact details (collectively, “Social Media Information”). In addition, the companies that host our social media pages may provide Us with aggregate information and analytics about Our social media activity.
Other Information You Provide: We collect other information that You may provide to Us, such as when You provide Us with information to establish Your identity (collectively, “Other Information You Provide”).

Personal Data We Receive Automatically From Your Use of the Services: When You visit, use, or interact with the Services, We receive the following information (“Technical Information”):

Log Data: Information that Your browser or device automatically sends when You use our Services. Log data includes Your Internet Protocol address, browser type and settings, the date and time of Your request, and how You interact with Our Services.
Usage Data: We may automatically collect information about Your use of the Services, such as the types of content that You view or engage with, the features You use and the actions You take, as well as Your time zone, country, the dates and times of access, type of computer or mobile device, and Your computer connection.
Device Information: Includes name of the device, operating system, device identifiers, and browser You are using. Information collected may depend on the type of device You use and its settings.
Cookies and Similar Technologies: We use cookies and similar technologies to operate and administer our Services, and improve your experience. For details about our use of cookies, please visit our Cookie Policy.

**Personal Data We Receive From Other Sources: **We collect information from other sources, like information that is publicly available on the internet, in particular to develop the models that power our Services. We also receive information from Our trusted partners, such as security partners to protect against fraud, abuse, and other security threats to Our Services and marketing vendors who provide Us with information about potential customers of our business services.

How do We use Personal Data?

We may use Personal Data for the following purposes and based on the following legal bases under UK data protection laws:

Purposes of Using Personal Data	Legal Basis for Using Personal Data
To provide and maintain Our Services	Performance of contract: It may be necessary to use Personal Data to perform an agreement We have with You, including when We handle Your Account Information and Content and send You Service-related communications. Legitimate interests: We have a legitimate business interest in providing, managing, administering and facilitating Your use of Our Services and ensuring that Our Services are accessed only by authorised users.
To improve and develop Our Services and new features and conduct research	Legitimate interests: We have a legitimate business interest in understanding how Our Services are used and problems experienced by users. We have a legitimate business interest in developing and improving Our Services so that We can grow Our business and our users can get the most out of our Services.
To communicate with You, including to send You information or marketing about our Services	Legitimate interests: We may respond to direct requests from you and process your related Communication Information on the basis of Your consent or because doing so is necessary for performance of an agreement We have with You. In other cases, We have a legitimate business interest in understanding customer feedback, responding to communications in a consistent way and in providing quality customer service. We primarily rely on legitimate interests for B2B marketing on the basis that We have a legitimate interest in promoting Our products and services and in growing Our business. We take steps to direct Our marketing to appropriate business contacts for whom Our products and services are likely to be relevant. We obtain consent to marketing where appropriate or required by law.
To prevent fraud, criminal activity, or misuses of Our Services, and to protect the security of Our systems and Services	Legitimate interests: We have a legitimate business interest in safeguarding the security of Our Services for the benefit of our business and Our users.
To comply with legal obligations and to protect the rights, privacy, safety, and property of Our users, Us, Our affiliates, and third parties	Legal obligation: We may be required to collect and retain Personal Data to comply with applicable laws and for compliance, regulatory and investigatory purposes. We may sometimes be required by law to share Personal Data with third parties, such as governmental authorities or law enforcement officials, subject to applicable law. Legitimate interests: We have a legitimate business interest in protecting Our legal rights and those of relevant third parties.

Aggregated or De-Identified Information. We aggregate or de-identify Personal Data so that it can no longer be used to identify You and use this information to analyse the effectiveness of Our Services, to improve and add features to Our Services, to conduct research and for other similar purposes. In addition, from time to time, We may share or publish aggregated information like general user statistics with third parties. We collect this information through the Services, through cookies, and through other means described in this Privacy Policy. We will maintain and use de-identified information in anonymous or de-identified form and We will not attempt to re-identify the information, unless required by law.

When may We disclose Your Personal Data?

We may disclose Your Personal Data in the following circumstances:

Account Administrators: When You use Our Services, the administrators of that account may access and control Your account, including being able to access your Content. In addition, if You create an account using an email address belonging to Your employer or another organization, We may share the fact that You have an account and certain account information, such as Your email address, with Your employer or organisation to, for example, enable You to be added to their business account.
Vendors and Service Providers: To assist Us in meeting business operations needs and to perform certain services and functions, We may disclose Personal Data to vendors and service providers, including providers of hosting services, authentication services, customer service vendors, cloud services, content delivery services, support and safety monitoring services, email communication software, web analytics services, payment and transaction processors, and other information technology providers. Pursuant to Our instructions, these parties will access, process, or store Personal Data only in the course of performing their duties to Us.
_Business Transfers: _If We are involved in strategic transactions, reorganization, bankruptcy, receivership, or transition of service to another provider (collectively, a “Transaction”), Your Personal Data may be disclosed in the diligence process with counterparties and others assisting with the Transaction and transferred to a successor or affiliate as part of that Transaction along with other assets.
Government Authorities or Other Third Parties: We may share Your Personal Data, including information about Your interaction with Our Services, with government authorities, industry peers, or other third parties in compliance with the law: (i) if required to do so to comply with a legal obligation, or in the good faith belief that such action is necessary to comply with a legal obligation; (ii) to protect and defend Our rights or property; (iii) if We determine, in Our sole discretion, that there is a violation of Our terms, policies, or the law; (iv) to detect or prevent fraud or other illegal activity; (v) to protect the safety, security, and integrity of Our products, employees, users, or the public; or (vi) to protect against legal liability.
Affiliates: We may disclose Personal Data to Our parent company, Latent Labs Technologies, Inc., which may use this Personal Data in a manner consistent with this Privacy Policy and applicable laws.
Other Users and Third Parties You Interact or Share Information With: Certain features allow You to interact or share information with other users or third parties. Information You share with third parties is governed by their own terms and privacy policies, and You should make sure You understand those terms and policies before sharing information with them.

In some cases, Your personal data may be transferred to, and stored at, a destination outside of the UK, including the United States. Where your personal data is transferred outside of the UK, we will ensure that it is protected in a manner that is consistent with how your personal data will be protected by us in the UK. This can be done in a number of ways, for instance, as applicable:

the country that we send the data to might be approved by the UK government as offering an adequate level of protection for your personal data; or
the recipient might have signed up to a contract based on “model contractual clauses” approved by the UK data protection authority, obliging them to protect your personal data to a standard comparable to that of the UK.

In other circumstances the law may permit us to otherwise transfer your personal data outside the UK. In all cases, however, we will ensure that any transfer of your personal data is compliant with the relevant data protection law.

You can obtain more details about the protection given to your personal data when it is transferred outside the UK (including a copy of the relevant contractual clauses entered into with recipients of your personal data, if any) by contacting us using the details set out below.

Do We retain Your Personal Data?

We’ll retain Your Personal Data for only as long as We need in order to provide Our Service to You, or for other legitimate business purposes such as resolving disputes, safety and security reasons, or complying with Our legal obligations. How long We retain Personal Data will depend on a number of factors, such as:

Our purpose for processing the data (such as whether We need to retain the data to provide the Services);
The amount, nature, and sensitivity of the data;
The potential risk of harm from unauthorised use or disclosure of the data;
Any legal requirements that We are subject to.

What are Your rights?

You have the following statutory rights in relation to Your Personal Data:

Access Your Personal Data and information relating to how it is processed.
Delete Your Personal Data from Our records.
Rectify or update Your Personal Data.
Transfer Your Personal Data to a third party (right to data portability).
Restrict how We process Your Personal Data.
Withdraw Your consent at any time —where We rely on consent as the legal basis for processing.
Lodge a complaint with Us or with the data protection authority (see below).

You have the following rights to object:

Object to Our processing of Your Personal Data for direct marketing at any time.
Object to how We process Your Personal Data when Our processing is based on legitimate interests.

You can exercise some of these rights through your account. If you are unable to exercise your rights through your account please send it to [email protected].

We hope that We are able to address any questions or concerns You may have. If You have any unresolved complaints with Us or Our Data Protection Officer, You can reach out to the UK Information Commissioner’s Office.