How we use AI

Your website's words

The wording on your site is drafted by an AI system from the description, services, hours and prices you give us. It works from what you tell us — it is not allowed to invent facts about your business, and where something is missing we ask you rather than guess. You should still read your site before you send customers to it, and tell us about anything that is wrong. We will correct it.

Your website's pictures

We always prefer your own photographs. When you have none yet, we generate pictures so your site is finished rather than full of grey boxes. Generated pictures show things like rooms, textures and ingredients — never your staff, never your actual shopfront, and never a sign with your name on it.

Every generated picture is labelled. It carries a visible "AI-generated image" marker on the picture itself, a line in your site's footer, and machine-readable provenance data inside the image file recording that it came from a generative model. Replace one with a real photograph at any time and the labelling comes off with it, because it is attached to the picture and not to your site.

Support

When you write to support, an AI system reads your message and writes back. It is not a person and we do not pretend otherwise. It can resolve most things on its own — corrections, refunds, domain records, billing changes. Anything it is not authorised to decide is written up as a decision for the owner, and you are told when that has happened rather than left waiting.

What we do not do with AI

• We do not use it to decide who may buy from us, or to score, rank or profile you.
• We do not use it to set your price based on anything about you personally.
• We do not use emotion recognition or any form of biometric analysis.
• We do not use your business's content to train anybody's model.

Which AI systems

Site wording and pictures are produced using models operated by OpenAI. Some internal work runs on models hosted on our own hardware. We may change providers where it makes the product better; the labelling and the commitments on this page do not change with them.

Reporting something

If a generated picture or a piece of wording on any site we built is wrong, misleading, or is missing its label, tell us at [email protected] and we will correct it and say when it is done.

Where this comes from

The labelling described here follows the transparency obligations in Article 50 of the EU Artificial Intelligence Act, which apply from 2 August 2026. We apply them to every site we build regardless of where the business or its visitors are, because a picture that is not a photograph should say so everywhere.