Privacy Policy

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Last updated 7 April 2026.

This Privacy Policy describes how Literal Labs Ltd collects, uses, and discloses personal data in connexion with your use of the website located at www.literal-labs.ai (the "Website"). It sets out your privacy rights and explains how the law protects you.

This Privacy Policy applies solely to the Website. It does not apply to, and does not govern the processing of personal data in connexion with, any software, application, platform, product, or service offered by Literal Labs Ltd, including (without limitation) ModelMill, app.literal-labs.ai, any associated APIs, or any other environment accessible via a subdomain or separate access point. The data processing practices applicable to those products and services are addressed in the applicable commercial agreements and product-specific documentation published at www.literal-labs.ai/about/legal.html.

This Privacy Policy should be read alongside the Website Terms and Conditions of Use, which are also published at www.literal-labs.ai/about/legal.html and govern your use of the Website more broadly.

1. Data Controller

The data controller in respect of personal data processed through the Website is Literal Labs Ltd (company number 14746541), a company incorporated in England and Wales, whose registered address is: 3rd Floor, Maybrook House, 27–35 Grainger Street, Newcastle upon Tyne, NE1 5JE, Great Britain.

References in this Privacy Policy to "we", "us", or "our" are references to Literal Labs Ltd in that capacity.

2. Personal Data We Collect

Information you provide to us

Certain pages of the Website invite you to submit information voluntarily. This includes the contact page and the careers application page. Depending on the form, the information requested may include your name, email address, telephone number, postal address, and any other details you choose to include in a free-text field or document upload. You are not obliged to provide this information, but if you do not, we may be unable to respond to your enquiry or process your application.

Usage data

When you access the Website, certain technical data is collected automatically. This may include your IP address, device type, operating system, browser type and version, the pages you visit, the time and date of your visit, time spent on individual pages, and other diagnostic data. This information is used to maintain and improve the Website.

Cookies and similar technologies

We use cookies and similar tracking technologies on the Website. Cookies are small files placed on your device that help us understand how the Website is being used and enable certain functionality. We may use both session cookies (which expire when you close your browser) and persistent cookies (which remain on your device for a set period or until deleted).

The categories of cookies we use are as follows:

  • Strictly necessary cookies: these are required for the Website to function and cannot be switched off. They are typically set in response to actions you take, such as submitting a form or setting your privacy preferences.
  • Functionality cookies: these allow us to remember choices you make on the Website, such as language preferences, in order to provide a more personalised experience.
  • Cookie consent cookies: persistent cookies that record whether you have acknowledged the Website’s cookie notice.

We also use Cloudflare Web Analytics to measure traffic and user interactions on the Website. Cloudflare Web Analytics does not use cookies or fingerprint users via IP address or User-Agent string, and does not track individuals across sites.

Where cookies require your consent, we will ask for it before placing them on your device. You can adjust your cookie preferences at any time through the settings made available on the Website or through your browser. Please note that disabling certain cookies may affect the functionality of the Website.

For further information about the specific cookies in use and your options, please refer to the cookie notice displayed on the Website.

3. Lawful Bases for Processing

We process personal data only where we have a lawful basis for doing so under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. The lawful bases on which we rely are:

  • Legitimate interests: where the processing is necessary for the purposes of our legitimate interests (for example, improving the Website, managing inbound enquiries, or maintaining the security of our systems), provided those interests are not overridden by your rights and interests.
  • Consent: where you have given us clear consent to process your data for a specific purpose, such as subscribing to our newsletter. You may withdraw consent at any time, without affecting the lawfulness of processing carried out before withdrawal.
  • Legal obligation: where processing is necessary for compliance with a legal obligation to which we are subject.
  • Contractual necessity: where processing is necessary to take steps at your request prior to entering into a contract, or to perform a contract to which you are a party (for example, in connexion with a job application or an enquiry that leads to a commercial engagement).

4. How We Use Your Personal Data

We may use personal data collected through the Website for the following purposes:

  • to respond to enquiries submitted via the contact page and to manage ongoing correspondence;
  • to process and consider careers applications submitted via the Website;
  • to deliver newsletter communications and benchmarking papers to users who have opted in to receive them;
  • to monitor and analyse usage of the Website for the purposes of improving its content, performance, and security;
  • to comply with applicable legal obligations; and
  • to protect and enforce our legal rights.

We will not use personal data collected through the Website for purposes that are incompatible with the purposes for which it was collected, unless required to do so by law or with your consent.

5. Sharing Your Personal Data

We do not sell personal data. We may share personal data in the following limited circumstances:

  • Service providers: we engage third-party organisations to help us operate the Website and deliver certain services. These third parties act as data processors on our behalf and are permitted to use personal data only in accordance with our instructions and applicable law. The third-party processors we currently engage in connexion with the Website are described in section 6 below.
  • Business transfers: if Literal Labs Ltd is involved in a merger, acquisition, reorganisation, or sale of assets, personal data held in connexion with the Website may be transferred as part of that transaction. We will provide reasonable notice before any such transfer results in your data being subject to a materially different privacy policy.
  • Legal and regulatory requirements: we may disclose personal data where required to do so by law, court order, or the request of a competent regulatory authority, or where we reasonably believe disclosure is necessary to protect our rights, your safety, or the safety of others.

6. Third-Party Data Processors

In connexion with the Website, we currently engage the following third-party processors:

MailerLite

We use MailerLite to manage our opt-in newsletter service and to deliver benchmarking papers to users who request them. Where you wilfully submit your details via the relevant data capture form on the Website, that information is transferred to and processed by MailerLite. MailerLite’s privacy policy is available at https://www.mailerlite.com/legal/privacy-policy.

Notion

Submissions made through the careers application page of the Website are stored and processed using Notion. Notion’s privacy policy is available at https://www.notion.com/help/privacy. A supplemental candidate privacy notice is also available and will be provided to applicants at the point of application.

Cloudflare

We use Cloudflare Web Analytics to collect non-identifying, aggregated usage data about the Website. As noted above, this service does not use cookies or identifiable user tracking. Cloudflare’s privacy policy is available at https://www.cloudflare.com/privacypolicy/.

Where any third-party processor is located outside the United Kingdom, we take appropriate steps to ensure that international transfers of personal data are carried out in accordance with the requirements of the UK GDPR, including by relying on adequacy regulations or standard contractual clauses as applicable.

7. Retention of Personal Data

We retain personal data only for as long as is necessary for the purposes for which it was collected, or as required by law. The appropriate retention period will depend on the nature of the data and the purpose for which it is held. Broadly:

  • enquiry data is retained for as long as is necessary to manage the enquiry and any resulting relationship, and thereafter for a reasonable period to allow us to address any follow-up or legal claim;
  • careers application data is retained for a period appropriate to the recruitment process and, where required by law or legitimate interest, for a limited period thereafter;
  • newsletter subscriber data is retained until you unsubscribe or request deletion; and
  • usage data and analytics data are generally retained for shorter periods, except where retention for a longer period is necessary for security or legal compliance purposes.

8. International Transfers

Personal data collected through the Website may be processed in countries outside the United Kingdom, including in connexion with the third-party processors described in section 6. Where we transfer personal data internationally, we do so only where an appropriate safeguard is in place under the UK GDPR, such as an adequacy regulation made by the Secretary of State, or the use of the International Data Transfer Agreement (IDTA) or addendum to the EU Standard Contractual Clauses approved for use under UK law.

9. Your Rights

Under the UK GDPR, you have the following rights in respect of your personal data:

  • Right of access: you have the right to request a copy of the personal data we hold about you.
  • Right to rectification: you have the right to request that we correct inaccurate personal data or complete incomplete data.
  • Right to erasure: you have the right to request that we delete your personal data in certain circumstances, for example where it is no longer necessary for the purposes for which it was collected.
  • Right to restriction: you have the right to request that we restrict the processing of your personal data in certain circumstances.
  • Right to object: you have the right to object to the processing of your personal data where we rely on legitimate interests as our lawful basis. We will comply with such a request unless we have compelling legitimate grounds for the processing that override your interests, rights, and freedoms.
  • Right to data portability: where processing is based on consent or contractual necessity and is carried out by automated means, you have the right to receive your personal data in a structured, commonly used, and machine-readable format.
  • Right to withdraw consent: where we rely on your consent as the lawful basis for processing, you may withdraw that consent at any time. Withdrawal does not affect the lawfulness of processing carried out before the withdrawal.

To exercise any of these rights, please contact us using the details set out in section 13. We will respond to all legitimate requests within one month, although we may extend this period in accordance with the UK GDPR where requests are complex or numerous.

You also have the right to lodge a complaint with the Information Commissioner’s Office (ICO), which is the supervisory authority for data protection in the United Kingdom. The ICO can be contacted at www.ico.org.uk.

10. Children

The Website is not directed at children under the age of 13 and we do not knowingly collect personal data from children under that age. If you believe that a child under 13 has submitted personal data through the Website without appropriate parental or guardian consent, please contact us immediately at the address in section 13 and we will take steps to delete that information.

11. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices, applicable law, or the services we use. The date of the most recent revision is displayed at the top of this page. Where changes are material, we will provide reasonable notice, which may include a prominent notice on the Website or, where appropriate, direct communication. We encourage you to review this Privacy Policy periodically.

12. Governing Law

This Privacy Policy, and any dispute or claim arising out of or in connexion with it or its subject matter (including non-contractual disputes or claims), is governed by and construed in accordance with the laws of England and Wales. The courts of England and Wales shall have exclusive jurisdiction to settle any such dispute or claim.

13. Contact Us

If you have any questions about this Privacy Policy, wish to exercise any of your rights, or have a concern about how we handle your personal data, please contact us by post or via the contact details available on the Website:

Literal Labs Ltd
3rd Floor, Maybrook House
27–35 Grainger Street
Newcastle upon Tyne
NE1 5JE
United Kingdom