• Customer means the organisation that contracts for the Services, whether by creating an account or by signing an order form or other written agreement.
• You means the Customer and its authorised users.
• Customer Content means your brief, materials, simulation configuration, account and billing data, and other material you submit that is not persona subject data.
• Persona Subject Data means professional information about the individuals used to build personas, whether we identified those individuals or you named them.
• Order Form means a signed order form, master services agreement, or similar written agreement covering the Services.
• DPA means our Data Processing Agreement.
• Simulation Outputs means the personas, the individual modelled responses, and the underlying run data generated by the Services.
• Insights means the findings, analysis, summaries, and aggregate results we deliver to you from a simulation.

If you have signed a separate written agreement with Almita Limited covering the Services, including an order form, master services agreement, or data processing agreement, that agreement prevails over these Terms to the extent of any conflict.

The Services are offered to businesses and their authorised representatives, and are not intended for consumers or for anyone under 18. You must provide accurate account information and keep credentials confidential. You are responsible for activity under your account and must notify us promptly of unauthorised access. These Terms begin when you first access the Services and continue until terminated under section 14.

We grant you a non-exclusive, non-transferable licence to use the Services for your internal business purposes during the term of these Terms. You may not sublicense, resell, or distribute the Services without our prior written consent. This licence ends when these Terms are terminated as described below.

You retain all rights in the content you submit. You grant Almita Limited a non-exclusive, worldwide, royalty-free licence to host, store, process, and transmit your content solely to the extent necessary to provide the Services to you and to comply with law. This licence is not revocable at will during the term. We do not use your content to train, fine-tune, or improve AI models, our own or those of any third party. We do not use it for our own marketing, and we do not sell it. The licence ends when the Customer Content is deleted or when these Terms terminate. Our commitments not to use your content for model training, for our own marketing, or for sale continue after termination.

We may use aggregated, de-identified usage statistics to operate and improve the Services. Those statistics do not identify you, your users, or any persona subject.

You are responsible for Customer Content and for ensuring it complies with these Terms and applicable law. We may remove or disable access to content that violates these Terms or the law.

We build the audience, or you supply your own records. When we build it, you describe the audience you want to understand, and we identify individuals who fit. Records you supply become Persona Subject Data, which we control as described in our Privacy Policy. In both cases we collect publicly available professional information ourselves. Personas and the raw source material behind them are held internally and are not returned to you. You receive the Insights.

You may not:

• present Insights as responses from real, identified people, or as human research participants
• submit special category data as defined by GDPR Article 9, including health, biometric, genetic, racial or ethnic origin, political opinions, religious beliefs, trade union membership, or data concerning sex life or sexual orientation
• submit data about anyone under 18
• use the Services or the Insights to make or inform decisions about any individual concerning employment, hiring, credit, lending, insurance, housing, or education
• submit data you do not have a lawful basis to process, or that you obtained in breach of a third party's terms
• reverse engineer the Services, or use them to build a competing product
• disrupt or attempt to circumvent the platform's infrastructure, rate limits, or access controls
• use the Services for illegal activities or any purpose prohibited by law

Where you supply audience records, you warrant that you obtained them lawfully and have a lawful basis for submitting them.

Insights are our analysis of Simulation Outputs, which are generated by AI models reasoning over persona profiles. Those outputs describe how a modelled persona might plausibly respond. They are not survey responses, not statements made by real people, and not a prediction of any individual's actual behaviour or of market outcomes. You are responsible for how you interpret and act on the Insights, and for how you present them when you share them. Where law or regulation requires research with human participants, Insights are not a substitute.

Our collection and use of personal data is described in our Privacy Policy. Decisions Lab is the controller for Persona Subject Data. Where we process Customer Content on your behalf, our Data Processing Agreement applies and forms part of these Terms once executed. It is available on request at legal@decisionslab.io.

Features, usage limits, and pricing vary by plan. Details are available on the site or on request. Where you have signed an order form or a separate written agreement with us, the commercial terms in that document apply instead of this section.

For accounts without a separate written agreement, fees are charged as described at purchase, unpaid amounts remain due, and refunds are granted at our sole discretion. Contact hello@decisionslab.io to request a refund. Plan changes take effect as described in your account or invoice.

Each party may receive non-public information from the other that is marked confidential or that a reasonable person would treat as confidential, including Customer Content, pricing, and product information. The receiving party will use that information only to perform under these Terms and will protect it with at least reasonable care. These obligations do not apply to information that is or becomes public through no fault of the receiving party, that the receiving party already knew, that it independently developed, or that it received from a third party without duty of confidentiality. A party may disclose confidential information if required by law, after giving notice where legally permitted. These obligations survive for three years after termination, and indefinitely for trade secrets.

We and our licensors own the Services, including software, models, personas, interfaces, and documentation. We also own Simulation Outputs, which we do not release to you. You own the Insights we deliver to you, and you may use, share, and publish them, subject to section 7.

We may suspend access to the Services if you materially breach these Terms, if your use risks harm to the platform, other customers, or a third party, or if we are required to do so by law. We will restore access promptly once the issue is resolved, unless we terminate under the next section.

By you

You may terminate your account at any time through the account tools we provide or by contacting us. Unpaid fees remain due.

By us

We may terminate these Terms if you materially breach them and fail to cure within a reasonable period after notice, or immediately if cure is not possible, if required by law, or if we discontinue the Services.

Effect

On termination your licence ends. You may export your Customer Content and Insights for 30 days. After that period we delete it in line with our Privacy Policy.

The Services are provided "as is" without warranties of any kind, express or implied, including merchantability, fitness for a particular purpose, and non-infringement. We do not warrant that the Services will be uninterrupted, error-free, or free of harmful components.

To the fullest extent permitted by law, Almita Limited, its affiliates, and their officers, directors, and employees will not be liable for any indirect, incidental, special, or consequential damages arising from the Services, even if advised of the possibility of such damages. Our total liability to you will not exceed the amount you paid us in the twelve (12) months preceding the claim.

You will indemnify and hold harmless Almita Limited, its affiliates, and their officers, directors, and employees from claims, damages, and losses arising from Customer Content, your use of the Services, or your violation of these Terms or applicable law.

We will defend you against a third-party claim that the Services, as provided by us, infringe that party's intellectual property rights, and will pay damages finally awarded against you or agreed by us in settlement. This does not apply to Simulation Outputs or Insights, to Customer Content, or to use of the Services in combination with anything we did not supply. Our obligations under this section are subject to the liability cap in section 15. To receive this defence you must notify us promptly of the claim, give us sole control of its defence and settlement, and provide reasonable cooperation at our expense. If the Services become, or we believe they may become, the subject of an infringement claim, we may modify or replace them so that they are non-infringing, or terminate the affected Services and refund any prepaid fees covering the period after termination.

We may identify you as a customer and use your name and logo in our marketing materials, unless you notify us otherwise in writing.

Assignment

You may not assign these Terms without our prior written consent. We may assign them in connection with a merger, acquisition, corporate reorganisation, or sale of all or substantially all of our assets, or to an affiliate.

Force majeure

Neither party is liable for delay or failure to perform caused by events beyond its reasonable control, including outages of infrastructure providers, provided it uses reasonable efforts to resume performance.

Notices

Formal notices under these Terms may be sent to legal@decisionslab.io. We may send notices to the email address on your account.

Export control

You will not use the Services in violation of export control or sanctions laws, and you represent that you are not a prohibited party under those laws.

Survival

Sections that by their nature should survive termination will survive, including sections 5, 8, 9, 11, 12, 15, 16, 18, and 19, and the unpaid-fees sentence in section 10.

These Terms are governed by the laws of the State of Delaware, United States, without regard to conflict-of-law rules. Any dispute arising under these Terms will be resolved by binding arbitration seated in Wilmington, Delaware, under the rules of the American Arbitration Association. You waive any right to participate in a class action against us. Either party may seek injunctive or other equitable relief in any competent court to protect its intellectual property or confidential information.

We may update these Terms to reflect changes in the Services or the law. We will notify you of material changes by email or a notice on the site. Continued use of the Services after those changes take effect constitutes acceptance of the updated Terms. If you have an Order Form, commercial terms in that document continue to prevail as described in section 2.

Questions about these Terms: hello@decisionslab.io.