Privacy Policy.
Last updated: June 13, 2026
This Privacy Policy describes how Them Labs, Inc. ("Them AI", "we", "us") collects, uses, and shares information when you use our website and products at usethem.ai and its subdomains, including the Them AI application and API.
The short version: we store what you put in your workspace and the minimum we need to run your account. Personas are synthetic. Direct identifiers never reach model providers. Storing real prospect data is off by default. We do not sell personal information, and we do not train shared models on your data.
Information we collect
- Account information - name, email, password hash, workspace membership and role, and settings.
- Workspace content - the market signals you import (such as customer, social, web-analytics, or survey data), the questions and briefs you test, the synthetic personas we generate for you, decisions, comments, and the launch outcomes you log.
- Prospect and CRM data (opt-in) - if you explicitly enable prospect-data storage for your workspace, the contacts and accounts you import from CSV, HubSpot, or Salesforce to build buyer twins. This is off by default.
- Human-verification responses - when your brand twins run polls, threads, or interviews, the responses collected through those channels are stored in your workspace.
- Usage data - product telemetry, credit consumption per simulation, and log data such as IP address and browser type, used for security and to operate metering and billing.
- Communications - messages you send us, such as support requests and early-access signups.
How we use information
- To provide the service: build panels from your market signals, run the simulations you request, reconcile human verification, and produce decisions.
- To calibrate accuracy for your workspace: the outcomes you log are compared against predictions so your panel gets sharper. Calibration is per-workspace - your outcomes never improve anyone else's panel.
- To operate metering, billing, and account security.
- To improve the product, using aggregated and de-identified usage data.
- To communicate with you about the service.
We do not sell personal information. We do not use your workspace content to train shared or third-party foundation models.
What never reaches model providers
Prompts sent to LLM providers use synthetic personas and anonymized aggregate patterns. Direct identifiers - names, emails, phone numbers, physical addresses, tokens, payment fields, and similar sensitive columns - are excluded from imported data before any model call. We generate personas; we do not send your customers to a model.
Prospect data is opt-in
Panels are synthetic by default. Storing real prospect details - for example, to pressure-test outreach against a twin of a specific buyer - requires explicitly enabling prospect-data storage for your workspace. You can delete any record, or disable the feature and remove its data, at any time. When prospect data is used to ground a twin, the same identifier-stripping rules above apply before any model call.
Brand twins and human research
When your brand twins post a poll, start a thread, or run an interview, they identify themselves as AI speaking for your brand. Responses are used to verify synthetic reads and are stored in your workspace. If someone who responded to one of your brand twins wants their response removed, they can contact you as the workspace owner, or us at hello@usethem.ai, and we will pass the request to you and assist with deletion.
How we share information
We share data only with the vendors we need to run the service - cloud hosting and storage, LLM inference, transactional email, and product analytics. Each is bound by a data-processing agreement and may only process data to provide their service to us. We may also disclose information if required by law, or as part of a corporate transaction such as a merger, in which case this policy continues to apply to data collected before the change.
Data retention and deletion
Workspace content is retained for as long as your account is active. When you delete a record, a workspace, or your account, we delete or de-identify the associated data within 30 days, except where we are legally required to retain it (for example, billing records). Backups roll off on a fixed schedule after deletion.
Security
Data is encrypted in transit. Workspace data is separated by organization, with authenticated access and role-aware controls on sensitive actions. Access to production systems is limited to the people who need it to operate the service.
International transfers
We are a U.S. company and process data in the United States. If you use the service from elsewhere, you understand your data is transferred to and processed in the U.S.
Your rights
You may request access to, correction of, export of, or deletion of your personal data at any time by emailing hello@usethem.ai. Depending on where you live, you may have additional rights under laws such as the GDPR or CCPA, including the right to object to processing and the right to lodge a complaint with a supervisory authority. We respond to verified requests within the timelines those laws require.
Children
Them AI is a business tool and is not directed to anyone under 16. We do not knowingly collect personal information from children.
Changes to this policy
We may update this policy as the product evolves. If a change meaningfully reduces your rights, we will notify account owners by email before it takes effect. The "Last updated" date above always reflects the current version.
Contact
Them Labs, Inc. · hello@usethem.ai