Last updated: 12 September 2026
The AI Tour Guide is operated by Nicholas Wells Antiques Ltd ("we", "our", "us"), a company registered in England and Wales. Nicholas Wells Antiques Ltd is registered with the UK Information Commissioner's Office (ICO).
We respect your privacy and are committed to protecting your personal information. This Privacy Policy explains what information we collect when you use The AI Tour Guide, how and why we use it, who we may share it with, how long we keep it, and the choices and rights available to you.
Account information: When you create an account or sign in using Google or Apple, we may receive information such as your name, email address and profile picture from that provider.
Content and preferences you provide: This may include:
Camera and photographs: If you choose to use our visual identification features, we process photographs or camera images to identify landmarks, artworks, buildings, objects and other points of interest.
Location: If you grant location permission, we may use your location to identify places near you, provide relevant recommendations, create routes and itineraries and improve your tour experience. You can control location access through your device settings.
Microphone and voice: If you choose to use voice features, we process audio so that you can speak to your guide, transcribe your requests and receive voice-based responses.
Usage and technical information: We may collect information about how you use the app, such as tours viewed, searches, interactions, points, streaks and leaderboard activity, together with technical information reasonably necessary to operate, secure and improve the service.
We use personal information to:
Under UK data-protection law, we need a lawful basis for processing personal information. Depending upon the particular feature and information involved, we rely on:
Performance of a contract: where processing is necessary to create and operate your account or provide a feature or service you have requested.
Consent: where you have actively chosen to provide permission, for example for certain device permissions, optional features or advertising-related processing where consent is required. Where we rely on consent, you can withdraw it at any time.
Legitimate interests: where reasonably necessary to operate, secure, maintain and improve The AI Tour Guide, understand how our service is used, prevent misuse and provide an effective service, provided those interests are not overridden by your rights and interests.
Legal obligations: where processing is necessary for us to comply with applicable laws, regulations, accounting requirements or lawful requests.
The ICO requires organisations to determine their lawful basis before processing personal information and explain those bases in their privacy information. (Information Commissioner's Office)
We use trusted third-party services to provide parts of The AI Tour Guide. Depending on the feature you use, relevant information may be shared with or processed by:
AI providers, including Google, OpenAI and Anthropic: Relevant text, photographs, audio and contextual information may be processed to identify places or objects, understand requests, generate tours, stories and recommendations, transcribe speech or provide other AI-powered features. We aim to send only information reasonably necessary to provide the feature being used.
Google Sign-In and Sign in with Apple: Used to authenticate users who choose these sign-in methods.
Google Places, Wikipedia and OpenStreetMap: Used to provide information about places, points of interest, photographs, geographical information and maps. Map data may include © OpenStreetMap contributors.
Spotify: If you choose to connect Spotify, relevant information may be used to provide music or ambience suggestions.
Stripe: Used to process subscription payments. We do not receive or store your full payment-card details.
Google AdMob: Used to display advertising to free-tier users.
These providers may process information in accordance with their own privacy policies as well as under arrangements they have with us.
We do not sell your personal information.
Some of our service providers operate internationally and may process personal information outside the United Kingdom.
Where personal information is transferred internationally, we take appropriate steps to ensure that it is protected in accordance with applicable data-protection law. Depending on the destination and provider, these protections may include applicable adequacy regulations or approved contractual safeguards.
You can contact us if you would like further information about the safeguards applicable to international transfers of your personal information.
This is worth including because the ICO specifically requires privacy information to address transfers to third countries where applicable and the safeguards being used. (Information Commissioner's Office)
Free-tier users may see advertisements provided through Google AdMob.
Where applicable, including on iOS, we will request permission before using information for tracking or personalised advertising where consent is legally or technically required. You can decline or subsequently change relevant permissions through your device settings.
Declining personalised advertising or tracking will not prevent you from using the app's core functionality, although advertisements may be less relevant to you.
Premium and Pro subscribers do not see advertising within The AI Tour Guide.
We retain personal information only for as long as reasonably necessary for the purposes for which it was collected, including providing the service, maintaining appropriate business and security records and meeting legal, accounting or regulatory requirements.
You can delete your account at any time from Profile → Privacy → Delete Account.
Account deletion will delete or anonymise your account and associated personal information from our active systems, subject to information we are required or reasonably need to retain for legal, accounting, fraud-prevention, dispute-resolution or security purposes.
Information processed by third-party service providers may also be retained in accordance with applicable contractual arrangements, legal requirements and their relevant retention policies.
Properly anonymised or aggregated information that can no longer reasonably identify you may be retained and used for statistical, analytical and service-improvement purposes.
Apple requires apps that support account creation to allow users to initiate deletion of the account from within the app, so your existing Profile → Privacy → Delete Account facility is important. (Apple Developer)
The AI Tour Guide is intended only for users aged 16 and over. You must be at least 16 years old to create an account or use the app.
We do not knowingly permit children under 16 to create accounts or knowingly collect personal information from them.
If we become aware that a person under 16 has created an account or provided us with personal information, we will take reasonable steps to delete the relevant information and, where appropriate, close the account.
If you believe that someone under the age of 16 has provided personal information to The AI Tour Guide, please contact us at support@theaitourguide.com.
Users aged 16 or 17 may still receive protections applicable to children under UK data-protection law.
You can control many aspects of the information you share with The AI Tour Guide.
You can change camera, microphone, photo-library and location permissions through your device settings. Certain features may not function without the permissions they require.
Where we rely on your consent to process information, you may withdraw that consent at any time. Withdrawal does not affect the lawfulness of processing carried out before consent was withdrawn.
You can also delete your account through Profile → Privacy → Delete Account.
Depending on where you live and the circumstances of our processing, you may have rights relating to your personal information. These may include the right to:
These rights are not absolute and may depend upon the circumstances and the lawful basis on which information is processed.
To exercise your rights, contact us at support@theaitourguide.com.
If you are in the United Kingdom, you also have the right to complain to the Information Commissioner's Office (ICO) if you are concerned about our use of your personal information.
Information Commissioner's Office
The ICO specifically says UK-facing privacy notices should tell individuals about their right to complain and, in practice, provide the ICO's contact details. (Information Commissioner's Office)
The AI Tour Guide uses artificial intelligence to provide personalised tours, recommendations, descriptions, conversations and other features.
Information you provide, including your interests, requests and previous interactions, may be used during your use of the service to tailor the content and recommendations you receive.
AI-generated information may occasionally be inaccurate or incomplete. You should use appropriate judgement when relying on information provided by the app, particularly where it concerns opening hours, accessibility, travel routes, safety or other information that may change.
We do not use solely automated processing to make decisions about you that produce legal or similarly significant effects.
We use appropriate technical and organisational measures designed to protect personal information against unauthorised access, loss, misuse, alteration or disclosure.
These measures include encrypted connections (HTTPS/TLS) for data transmitted between the app and our services.
No internet-based service can guarantee absolute security, but we take reasonable measures appropriate to the nature of the information we process.
We may update this Privacy Policy from time to time as The AI Tour Guide develops or where our legal or regulatory obligations change.
When we make changes, we will update the "Last updated" date at the top of this policy. Where changes are material, we will take reasonable steps to bring them to your attention, for example through the app.
The data controller for The AI Tour Guide is:
Nicholas Wells Antiques Ltd
The AI Tour Guide
Email: support@theaitourguide.com
Nicholas Wells Antiques Ltd is registered with the Information Commissioner's Office (ICO).
Nicholas Wells Antiques Limited, company number 09048070, registered office Third Floor, 207 Regent Street, London, W1B 3HH, incorporated 20 May 2014.
Copyright © 2026 The Ai Tour Guide - All Rights Reserved.