This policy covers two things operated by the same company: the website at www.perplica.com (the website) and the application at app.perplica.com (the application). It says what we collect, why, who processes it, how long we keep it and what you can do about it. It is written to describe what the software actually does today.
1. Who we are
The data controller is Pixelik Ltd, trading as Perplica, a company registered in England and Wales (Company No. 17057272) with registered office at First Floor Office, 3 Hornton Place, London, W8 4LZ, United Kingdom. Contact for anything in this policy: legal@pixelik.com.
2. The website
The website has no forms and no accounts. Its only measurement is Vercel Web Analytics, which sets no cookies, does not track you across sites and gives us aggregate counts: page views, referrers, country and device class. Our hosting provider, Vercel, keeps standard server logs (IP address, user agent, requested URL) for security and operation of the service for a short period under its own terms. The email link on the site opens your own mail client; nothing is sent through the website.
3. The application
When you apply for access and when you use the application we process:
- Account data: your email address and authentication credentials.
- Application data: your name, work email, company, job title, industry, team size, intended use case and, if you gave one, a LinkedIn URL.
- Research content you create: persona definitions and their psychological profiles, conversations and focus-group transcripts including each persona’s simulated inner world, simulated memories and emotional states, uploaded files, experience ingestions, variant comparisons, studies and reports. Personas are simulations of fictional or composite people. Do not model real, identifiable individuals, and only upload material you have the right to use.
- Usage data: per-request model usage (tokens, latency, model) for cost and abuse monitoring, and standard server logs.
4. Why we process it, and on what basis
- To provide the service you asked for (performance of a contract): running the application, storing your research content, generating persona replies and reports.
- To review access applications (steps at your request before a contract, and our legitimate interest in running a private beta).
- To keep the service secure and within cost (legitimate interests): rate limiting, abuse detection, model-usage metering, server logs.
- To tell you about the beta and the product (performance of the contract for service messages; consent for anything else, which you can withdraw).
We do not sell personal data and we do not use it for advertising.
5. AI processing and the providers involved
To generate persona replies, the relevant conversation content and persona profile are sent to Anthropic (Claude models, for persona reasoning, replies and report compilation) and OpenAI (text embeddings, for memory and knowledge retrieval). Both process the data only to provide the service to us. We do not permit our API traffic to be used to train their models. Our infrastructure providers are Supabase (database, file storage, authentication), Vercel (hosting and website analytics), Upstash (rate limiting) and Cloudflare (bot protection on the application form, and DNS). Some of these providers process data in the United States. Where data leaves the United Kingdom we rely on the safeguards in the provider’s data processing terms, such as standard contractual clauses.
6. How long we keep it
- Research content is kept while your account exists, so your personas keep their memory and history.
- Rejected access applications are permanently deleted 30 days after review. Approved applicants’ application records are deleted when the account is deleted.
- On account deletion we erase your files, your application record and your entire database footprint: personas, conversations, memories, focus groups, uploads, comparisons, studies and reports. Aggregate model-usage records (token counts and costs) are kept for accounting integrity with the link to your account severed.
- Website analytics exist only as aggregates.
7. Your rights
Under UK data protection law you have the right to access, correct, erase, restrict and port your personal data, and to object to processing based on legitimate interests. Two of these you can exercise yourself, at any time, from the application’s Settings page: Export my data gives you one machine-readable file with your personas, conversations including the inner world, memories, focus groups, ingestions, comparisons and application record, and Delete account performs the permanent erasure described above. For anything else, write to legal@pixelik.com; we answer within one month. You can also complain to the Information Commissioner’s Office at ico.org.uk.
8. Security
Data is encrypted in transit and at rest by our providers. Access to production data is limited to the operating team. Uploaded files live in a private storage bucket scoped to your account. No system is perfectly secure; if a breach affects you we will notify you as the law requires.
9. Cookies
The website sets no cookies. The application sets only the cookie required to keep you signed in. There are no advertising or cross-site tracking cookies anywhere.
10. Who can use Perplica
The application is for professional research use by people aged 18 or over. We do not knowingly process the data of children.
11. Changes
Material changes are announced in the application before they take effect, and this page carries the date of its last revision.
12. Contact
legal@pixelik.com · Pixelik Ltd, First Floor Office, 3 Hornton Place, London, W8 4LZ, United Kingdom. The Terms of Service govern use of the service.