Privacy

New Era AI Ltd (company number 13167322), based in Llanelli, Carmarthenshire, Wales, is the data controller for personal data collected through this website and through our commercial relationships. This page explains what that means in practice.

What we collect

Three categories, and nothing else:

• Contact details you give us. Name, email address, phone number and whatever you choose to tell us about your business when you get in touch or book an assessment.
• Correspondence. Emails, call notes and messages exchanged during an enquiry or an engagement.
• Basic technical data. Standard server logs, which include IP address and user agent, retained for security and diagnostics.

We do not run advertising trackers on this site and we do not build behavioural profiles of visitors.

Why we process it

• To respond to you. Lawful basis: legitimate interests, or steps taken at your request prior to entering a contract.
• To deliver an engagement. Lawful basis: performance of a contract.
• To keep records we are required to keep. Lawful basis: legal obligation.
• To keep the site secure. Lawful basis: legitimate interests.

Voice demo calls: recording and transcription

If you use the Echo One voice demo, the call is recorded and transcribed. This is worth stating plainly rather than burying, because it is the one place on this site where we capture your voice.

• What is captured. The audio of the call and a text transcript of it, plus the time, duration and the browser origin the call came from. If you tell the agent your name, company or phone number during the call, that ends up in the transcript because you said it.
• Why. To review how the agent handled the conversation and improve it, and to answer you properly if you book a consultation and want to go through the call. That is the only use. Demo recordings are not used for marketing, are not sold, and are not used to train a public model.
• Lawful basis. Consent. The demo page tells you the call is recorded before you press start, and pressing start is the consent. Not pressing it means no recording exists.
• Who processes it. Vapi, our voice infrastructure provider, which carries the call and produces the transcript, and the speech and language model providers behind it. They act on our instructions.
• How long. 90 days, then deleted. If a call led to a consultation, the notes we make from it follow the enquiry retention period below rather than the recording one.
• Deleting one. Email us with roughly when you called and we will find and delete that call. You do not need an account and you do not need to explain why.

Calls to our published phone number are a separate matter: outside office hours the line is answered by our own AI receptionist, which captures a message and books a callback. If a call to that line is recorded you are told at the start of it.

How long we keep it

Enquiry correspondence is kept for up to 24 months from last contact unless you ask us to remove it sooner. Records relating to a paid engagement are kept for six years after the end of the relationship, in line with UK accounting and limitation requirements. Server logs are kept for 90 days, as are voice demo recordings and their transcripts.

Who else touches it

We use a small number of processors to run the business: an email provider, a hosting provider, a CRM, and enterprise-tier AI providers where a tool forms part of a delivered service. Each is bound by a data processing agreement.

Client data is never used to train public models. Where an engagement involves AI tooling, we use business or enterprise tiers with contractual commitments to that effect, and we agree data-handling boundaries with you in writing before anything is built.

We do not sell personal data, and we do not share it with third parties for their own marketing.

International transfers

Some processors operate outside the UK. Where that is the case, transfers are made under the UK International Data Transfer Agreement or an adequacy decision. We will tell you which providers are involved in your engagement if you ask.

Cookies

This site sets only what is strictly necessary to serve pages. We do not use advertising or cross-site tracking cookies, which is why you are not being asked to dismiss a consent banner.

Your rights

Under UK GDPR you have the right to:

• Ask what we hold about you, and receive a copy.
• Have inaccurate data corrected.
• Have data erased where we have no overriding reason to keep it.
• Restrict or object to processing based on legitimate interests.
• Receive your data in a portable format.
• Complain to the Information Commissioner’s Office.

To exercise any of these, email info@neweraai.ai. We will respond within one month. If you are not satisfied with our response you can complain to the ICO at ico.org.uk.

Changes

If this page changes materially, the “last updated” date at the top will change with it. This version was published on 21 August 2026.