Privacy Policy

1. Who we are

AI Shift Digital Ltd is a company registered in England and Wales (Company No. 17191528), with its registered office at 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ.

We operate ShiftID, a professional self-reflection platform at shiftid.ai. For the purposes of UK GDPR and the Data Protection Act 2018, AI Shift Digital Ltd is the data controller for personal data collected through our services.

Data protection enquiries: [email protected]

2. What data we collect

2.1 Data you provide directly

When you use our services, you may provide the following personal data:

• First name — used to personalise your results and communications
• Email address — used to deliver your results and send communications you have consented to receive
• Country, department and job role — used to personalise your results to your professional context
• Quiz responses — your answers to our assessment questions, used to generate your personalised result
• Open-text response — a voluntary qualitative response that may contain personal reflections about your career or sense of identity. Used to personalise your result. Stored as part of your submission record. Never attributed to you individually in any published content

2.2 Data collected automatically

When you visit our website we may collect limited technical data including page views, referring source, country, device type and browser type. We use a cookieless, privacy-first analytics solution. No IP addresses are stored. No cross-site tracking occurs.

2.3 Data we do not collect

We do not collect payment card details (handled directly by our payment processor), sensitive personal data as defined by UK GDPR, or data from anyone under 18.

3. How we use your data

We use your personal data for the following purposes:

• Delivering your results — your responses are used to generate and personalise your assessment result and any associated digital products
• Email communications — where you have given explicit consent, we send emails relating to your results and our products and services. You can unsubscribe at any time
• Product development — aggregated insights from our dataset inform the development of new ShiftID products, features and content. No individual data is used for this purpose in identified form
• Analytics — anonymised usage data helps us improve our services
• Legal compliance — we may process your data where required by law

We will never sell your personal data to third parties or use it for purposes incompatible with those described here without your explicit consent.

4. Legal basis for processing

Under UK GDPR, we rely on the following legal bases:

• Consent (Article 6(1)(a)) — for marketing communications and for processing open-text responses. You can withdraw consent at any time by contacting [email protected]
• Legitimate interests (Article 6(1)(f)) — for delivering the results you have requested and for improving our services through anonymised analytics. Our legitimate interests do not override your rights
• Legal obligation (Article 6(1)(c)) — where required by applicable law

5. Who we share your data with

We share your data with trusted third-party service providers who help us operate our services, including providers of CRM, automation, hosting, AI content generation, analytics and payment processing. All processors are bound by data protection agreements. Where processors are based outside the UK, appropriate transfer safeguards are in place.

A list of our processors is available on request: [email protected]

5.2 Other disclosures

We may disclose personal data to authorities where required by law or to protect the rights, property or safety of ShiftID, our users or others.

6. How long we keep your data

We retain contact data (name and email address) for up to 2 years from your last interaction with our services, or until you request deletion. Assessment responses are retained in identified form for up to 12 months, after which they are anonymised and retained only in aggregated form. You may request deletion of your personal data at any time by contacting [email protected]. We will action all valid deletion requests within 30 days.

7. Cookies and tracking

Our website does not use cookies for analytics or tracking. Our analytics solution is cookieless and privacy-first — no cookies are set and no cross-site tracking occurs. We do not display a cookie consent banner because we do not set non-essential cookies.

Strictly necessary cookies may be set by our infrastructure provider for security and performance purposes. If you make a purchase, our payment processor may set cookies necessary to complete your transaction securely.

We use browser local storage to temporarily store your assessment result on your device so you can return to it. This data is stored only on your device and is not accessible to us remotely.

8. Your rights

Under UK GDPR you have the right to: access your personal data, rectify inaccurate data, request erasure, restrict processing, data portability, object to processing, and withdraw consent at any time.

To exercise any right, contact us at [email protected]. We will respond within 30 days. We may verify your identity before processing your request.

If you are unhappy with how we handle your data, you have the right to complain to the UK Information Commissioner's Office (ICO) at ico.org.uk or by calling 0303 123 1113. AI Shift Digital Ltd is in the process of registering with the ICO as a data controller.

9. Security

We take appropriate technical and organisational measures to protect your personal data against unauthorised access, loss or misuse. No method of internet transmission is 100% secure. Please contact us immediately at [email protected] if you become aware of any security issue relating to our services.

10. Children's privacy

Our services are designed for working professionals and are not intended for anyone under 18. We do not knowingly collect data from children. If you believe we have done so, contact us at [email protected] and we will delete it promptly.

11. Changes to this policy

We may update this policy from time to time. Material changes will be reflected in the updated date above. Continued use of our services after changes constitutes acceptance.

12. Contact us