1. Who we are (data controller)
The controller of your personal data is Mai Intelligence AB, a company registered in Sweden (organisation number 559544-0891, VAT SE559544089101), registered address Hagåkersgatan 14 D, 431 41 Mölndal, Sweden.
For any privacy matter — including exercising your rights below — contact us at support@m-ai.earth. We have not appointed a Data Protection Officer; we are not legally required to, as we do not carry out large-scale monitoring of individuals (we analyse satellite imagery of land, not people).
2. The personal data we collect
| Category | Examples | Source |
|---|---|---|
| Account data | Name, email address, authentication identifiers, profile from Google sign-in (if used) | You, via our authentication provider |
| Billing data | Subscription status, plan, billing/VAT details, customer identifier. We do not store full card numbers — these are handled by our payment processor. | You / payment processor |
| Forest (area) data | The boundaries and location of the land parcels you ask Mai to watch. This is location information associated with you. | You |
| Chat & content | Messages you send to Mai and the responses generated for you | You |
| Communications | Email/SMS address used to deliver alerts and the alerts sent | You |
| Technical & log data | IP address, device/browser data, access logs, security events | Automatically |
| Usage & analytics data | Pages viewed, clicks and other interactions, session activity, referrer (including campaign/UTM tags on inbound links), and approximate location derived from IP — collected to understand and improve how Mai is used. On our public website this is cookieless and stores nothing on your device (see section 11) | Automatically, via PostHog |
3. Why we use it, and our legal basis
- To provide the service (performance of a contract, GDPR Art. 6(1)(b)) — creating your account, monitoring your areas, generating alerts and reports, answering your chat messages, and billing your subscription.
- To meet legal obligations (Art. 6(1)(c)) — keeping accounting and VAT records as required by Swedish law.
- For our legitimate interests (Art. 6(1)(f)) — securing the service against abuse, measuring and improving how our website and app are used via privacy-friendly analytics (see section 11), and improving Mai (including using chat content to improve the product — see section 4). We balance these against your rights and you can object.
- With your consent (Art. 6(1)(a)) — for any optional communication you opt into. You can withdraw consent at any time without affecting prior lawful processing.
4. Using chat content to improve Mai — and your opt-out
We may use the content of your conversations with Mai to improve the product and the quality of its analysis. We rely on our legitimate interest in improving the service, and we keep this proportionate.
You can opt out at any time by emailing support@m-ai.earth. Opting out does not affect your use of the service. Where chat content is sent to our AI sub-processors (below) to generate your responses, it is processed under their API terms and is not used by them to train their general models.
5. Who we share it with (sub-processors)
We do not sell your personal data. We share it only with service providers who process it on our behalf to run Mai, under data-processing agreements:
| Provider | Purpose | Location / safeguard |
|---|---|---|
| Clerk | Authentication & account management | US — EU SCCs / EU–US DPF |
| Stripe | Payments, subscriptions, invoicing | EU/US — EU SCCs / EU–US DPF |
| Supabase | Application database & object storage | EU (AWS, Ireland region) |
| Railway | Application hosting / compute | EU SCCs where applicable |
| Vercel | Website & app delivery | US — EU SCCs / EU–US DPF |
| SendGrid / Twilio | Email & SMS alert delivery | US — EU SCCs |
| Anthropic; OpenAI | AI processing of your chat messages to generate responses | US — EU SCCs; not used to train their general models |
| Mapbox | Map rendering in the app | US — EU SCCs / EU–US DPF |
| PostHog | Product & website analytics — how visitors find and use Mai | EU (PostHog Cloud EU) |
| Copernicus / ClearSky | Satellite imagery providers — receive area coordinates, not your identity | EU / contractual safeguards |
We also disclose data to the Swedish Tax Agency (Skatteverket) and other authorities where legally required.
6. International transfers
Some providers above are outside the EU/EEA. Where that is the case, transfers are protected by the European Commission's Standard Contractual Clauses and/or the EU–US Data Privacy Framework. You can request details of the safeguards by contacting us.
7. How long we keep it
- Account & area data — for as long as your subscription is active, and up to 12 months after account closure, after which it is deleted or anonymised.
- Billing & tax records — retained for 7 years as required by the Swedish Bookkeeping Act.
- Chat content — retained to provide the service and, unless you opt out, to improve it; deleted or anonymised when no longer needed for these purposes.
- Logs & security data — kept for a limited period for security and troubleshooting.
8. Your rights
Under the GDPR you have the right to: access your data; have it corrected; have it erased; restrict or object to its processing; data portability; and to withdraw consent at any time. To exercise any of these, email support@m-ai.earth — we respond without undue delay and within one month.
You also have the right to lodge a complaint with the Swedish supervisory authority, the Integritetsskyddsmyndigheten (IMY) — imy.se — or the authority in your EU country of residence.
9. Is providing data required?
Providing account and billing data is necessary to enter into and perform the subscription contract. Without it we cannot create your account or provide monitoring. Other data (e.g. the areas you choose to add) is provided at your discretion but is needed for the corresponding feature to work.
10. Automated decision-making
Mai's alerts are automated analysis of satellite and weather data about land. They are not automated decisions that produce legal or similarly significant effects on you as an individual within the meaning of GDPR Art. 22. You remain responsible for any decisions you take about your forest.
11. Cookies and analytics
Essential cookies. We use cookies that are strictly necessary to run the service — set by our authentication provider to keep you signed in once you have an account. These do not require consent.
Cookieless analytics on our website. Our public website (www.m-ai.earth) uses PostHog in a cookieless configuration to understand how visitors find and use Mai. It records the data described under "Usage & analytics data" in section 2 — pages viewed, clicks, session activity, referrer and campaign (UTM) tags, and approximate location derived from your IP address. Crucially, it sets no cookie and stores no identifier on your device, so we cannot recognise you across visits or build a profile of you. Because nothing is stored on your device, this does not require a cookie-consent banner. Analytics data is processed in the EU (PostHog Cloud EU); our legal basis is our legitimate interest (Art. 6(1)(f)) in measuring and improving our service.
In the app (signed-in users). When you are signed in, we associate product-usage analytics with your account to provide and improve the service, as described above.
What we do not do. We do not use advertising cookies or pixels, we do not sell your data, and we do not track you across other companies' websites.
Your choice. You can opt out of analytics at any time. We honour browser "Do Not Track" and Global Privacy Control signals, so enabling either in your browser stops analytics collection. You can also opt out by emailing support@m-ai.earth. Opting out does not affect your use of Mai.
12. Children
Mai is a business tool for forest owners and is not directed to anyone under 18. We do not knowingly collect data from minors.
13. Changes
We may update this policy. Material changes will be notified by email or in the app, and the effective date above will change. Continued use after an update means you accept the revised policy.
14. Contact
Questions or requests: support@m-ai.earth · Mai Intelligence AB, Hagåkersgatan 14 D, 431 41 Mölndal, Sweden.