Last Updated: Mar 11, 2025
These Terms and Conditions (“Terms”) govern your use of and participation in North AI’s testing environment (the “Platform”). This Platform is used for research and development purposes to improve our AI models and user experience. By creating an account and participating in any test session on the Platform, you acknowledge that you have read, understood, and agree to be bound by these Terms and our Cookies Policy. If you do not agree with these Terms, do not create an account or participate in the testing environment.
Account Requirement: You must register an account to access the North AI testing environment. Providing a valid email address, a username, and other required information is necessary to set up your account. You are responsible for maintaining the confidentiality of your login credentials and for all activities that occur under your account.
Eligibility: The Platform is intended for participants who are of legal age to provide consent for data processing in their jurisdiction. Generally, you should be 18 years or older (or the age of majority in your country) to participate. By creating an account, you confirm that you meet this age requirement.
Accurate Information: You agree to provide truthful, current, and complete information during account registration (e.g., your age, gender, and other profile details). If your information changes, you should update your account to keep it accurate. Accounts with false or misleading information may be suspended or terminated.
Participation in the testing environment is voluntary but requires explicit consent. Before you begin any test session, we will present you with a consent form or prompt detailing what the test involves and what data will be collected. You must actively agree (opt-in) to this consent before proceeding. By consenting:
- You confirm that you understand the nature and purpose of the tests.
- You agree to the collection and use of your data as described in these Terms and in the consent information provided.
- You acknowledge that you cannot participate in the test unless consent is given. If at any point you do not wish to continue, you may withdraw as described in the Account Deletion and Withdrawal section below.
If you do not provide consent, or if you withdraw consent in the middle of a test, you will not be able to continue that test session, and no further data will be collected from you (apart from data already gathered with your prior consent).
When you participate in the North AI testing environment, we collect certain personal and usage data about you. This data is integral to our research and development objectives. By using the Platform, you acknowledge that we will collect the following types of information:
- Profile Information: e.g. your age, gender, location (city/region), ethnicity, and personal interests. We collect these details to ensure a diverse participant group and to analyze results across different demographics.
- Account Information: Information you provide when creating an account, such as your name or username, email address, and password. (Password is stored in an encrypted form.) This data is used to identify you, manage your account, and communicate with you about the Platform (for example, sending updates or new study invitations).
- Behavioral Data: Information on how you interact with content during test sessions. This includes your behavior while watching or engaging with content (for instance, what videos or articles you view and for how long, where you pause or replay, etc.), your subscriptions or followed content channels within the Platform, and your purchase behavior related to any content or features (if applicable in the test).
- Eye-Tracking Data: If the test involves eye-tracking (using your device camera or specialized equipment), we collect data about where and how long you look at different parts of the screen or content. This data helps us understand user attention and engagement patterns. (You will be notified if a particular test session uses eye-tracking technology.)
- Interaction Data: This includes clicks, scrolls, mouse movements, and navigation patterns while you use the Platform. It overlaps with what third-party analytics collect (see Third-Party Analytics Services below) but we may also directly record certain interactions for research analysis.
- Feedback and Responses: If during tests you answer survey questions, provide feedback, or interact with experimental features, those responses are recorded.
Sensitive Personal Data: We aim to minimize collection of sensitive data. While we do ask for ethnicity as part of your profile (to analyze diversity in results), we do not specifically seek to collect data about your health, religion, or other highly sensitive information. We also do **not** collect any financial information or government ID numbers in this testing environment. If any personal data you provide could be considered sensitive under privacy laws, it will be handled with the highest care and solely for the purposes to which you consent.
All personal data collected through the Platform is used internally for research and development purposes. North AI uses this data to:
- Improve our AI Models and Services: We analyze the collected data (viewing behavior, eye-tracking, feedback, etc.) to understand how users interact with content. This helps us train and refine our AI models, recommend better content, and enhance user experience in future products.
- User Experience Research: The data helps our team identify what works well and what doesn’t in the content or interface. For example, eye-tracking data might show which parts of the screen draw attention, and click data shows which features are most used. We use these insights to make data-driven decisions in developing the platform.
- Aggregated Analytics: We may compile aggregate statistics from the data (for example, “80% of users watched the video to the end” or “Eye-tracking shows most users looked at the top-left of the page first”). Aggregated data **contains no personal identifiers** and is used to illustrate overall trends and results of the research.
- Communication: Your account information (like email) may be used to send you updates about the testing program, such as new test invitations, changes to terms, or research findings. We will not send you marketing emails unrelated to the research without separate permission.
Internal Use and Non-Disclosure: Your personal data is handled by North AI’s research team and authorized personnel who need to process it for the above purposes. We do **not** sell your personal information to any third parties. We do **not** use your data for any purposes other than research, development, and as required for the functioning of the Platform (such as maintaining your account).
The only information that might leave our internal team are **anonymized research outputs**:
- Eye-Tracking and Interaction Data (Anonymized): We might share or publish overall findings from eye-tracking (e.g. heatmaps or visual aggregates) or interaction patterns as part of research reports or case studies. These shared results will never include your name or anything that identifies you personally. They will be pooled results showing general user behaviors.
- Model Results: We may share insights or outcomes produced by our AI models that were trained or validated using the collected data. For instance, we might publish a paper or blog post about how well the AI predicts user engagement, using data from participants. Those results will be presented in aggregate or anonymous form. No raw personal data (like your exact viewing history or personal profile) will be disclosed publicly or to external parties.
In summary, **all data you provide stays within North AI** except for high-level, anonymized summaries that help explain our research findings. We take care to strip out or modify any details that could identify individual participants before sharing any results externally.
We will retain the personal data collected from you for **at least 12 months** from the time of collection. This retention period allows us to perform longitudinal analysis (over time) and to revisit earlier data as we develop new models or have new research questions.
In practice:
- Your data may be kept actively in our research database for one year or longer as needed to achieve the research and development objectives outlined at the time of your participation.
- We may retain data beyond 12 months if it remains useful for ongoing research or if required for compliance with legal obligations or auditing purposes. However, we will not keep personal data for longer than necessary. When your personal data is no longer needed for the purposes for which it was collected, we will either delete it or anonymize it (so that it can no longer be associated with you).
For example, we might strip personal identifiers from older datasets after 12 months, keeping the anonymized data for historical analysis but removing any direct links to individual users.
Data Deletion upon Request: (See Account Deletion and Withdrawal below for details on how to request deletion.) If you request deletion of your data or account, and we grant that request in accordance with applicable laws, we will delete or anonymize your data even if the 12-month period has not been reached.
Because the very purpose of this Platform is to conduct user research and gather data, **opting out of data collection is not possible while you are participating in the tests.** By agreeing to these Terms and giving consent to a test, you understand that the specified data will be collected during your participation.
Key points regarding data collection and opt-out:
- If you do **not** want your personal or behavioral data to be collected, then you should **not participate** in the testing program. Participation is entirely voluntary.
- During an active test session, you cannot ask to “skip” data collection; the tools and trackers will automatically collect the data described (such as your clicks, watch behavior, etc.). This is integral to how we measure results.
- We do not offer a partial opt-out (for example, you cannot say “collect my data except X”). The data categories described in these Terms will all be collected if you take part.
- Withdrawal: You always have the option to withdraw from the study entirely (stop participating in any further tests). If you withdraw, we will stop any new data collection from you. (See Account Deletion and Withdrawal section for how to withdraw.) Withdrawaling means you won’t partake in future sessions—this is effectively the only form of “opt-out” available, as you either participate fully or not at all.
In summary, by participating, you agree that we will collect all the necessary data during your sessions. If at any time you change your mind, you can cease participation, but you cannot continue participating without data being collected.
To enhance our understanding of user interactions on the Platform, we utilize a few third-party analytics services. These services help us track how you navigate and use the test environment, which complements our internal data collection. The third-party tools we use include **Hotjar**, **Google Analytics**, and **Pendo**.
Here’s what you need to know about these services and the data they collect:
- Hotjar: Hotjar is a user experience analytics tool that provides insights into user behavior. We use Hotjar to record things like heatmaps (where users click on a page) and session replays (a recording of your interactions like scrolling and mouse movements). Hotjar’s tracking is limited to the test sessions on our Platform. **Hotjar does not collect personal identifiable information** such as your name or email. It focuses only on your behavior on the site (clicks, taps, scroll depth, etc.). The information from Hotjar helps us identify user interface issues and improve the design. All data Hotjar collects is stored and analyzed by us internally; Hotjar itself acts only as a processor of the data on our behalf.
- Google Analytics: Google Analytics is used to gather general statistics about platform usage. It may set cookies to differentiate between new and returning visitors and to measure session length (for details, see our Cookies Policy below). Through Google Analytics, we collect information like how many pages you visit, how long you stay on each page, and overall usage patterns during a test. We have configured Google Analytics **not to store any personal information** – for example, we do not send Google your name, profile details, or any test responses. IP addresses may be used by Google Analytics to determine general location (city/country), but we use IP anonymization features so that your full IP is not recorded. The data from Google Analytics is only used in aggregate form (e.g., “X% of users clicked on the Recommendation button”). We use these insights solely to improve our Platform’s content and layout.
- Pendo: Pendo is an analytics service we use to monitor user engagement with specific features in the testing environment. (For instance, Pendo might track if you use a particular interactive tool or how often you access a new feature being tested.) Pendo logs events like button clicks or time spent on a particular interactive element. Like the other tools, **Pendo does not collect personal data** like your name or contact info – it only logs your activity within the test environment. This helps us understand the utilization and effectiveness of certain features or content. Data from Pendo is reviewed by our team to decide if a feature is user-friendly or needs adjustments.
Data Handling by Third Parties: All these third-party services operate under our instructions. They may use cookies or similar tracking technologies (explained in the Cookies Policy) to do their job. Importantly:
- None of these services receives your **direct personal identifiers** (we do not send them your profile information).
- They track usage data **within our Platform only** – they do **not** track your activities on other websites or outside of the test sessions.
- The data collected through these services is accessible to our team via dashboards or reports. We treat this data as we treat any other research data – it’s confidential and used internally.
- Each of these providers has its own privacy policy and is obligated to comply with data protection regulations. We have made sure our use of these tools is in line with GDPR, CCPA, and other privacy requirements (for example, obtaining your consent where required, and providing notice via this document and our cookie consent banner).
By participating in the Platform, you consent to the operation of these analytics services as described. If you choose to disable cookies or tracking (via browser settings or our provided options), some of these analytics features may be limited (see **Cookies Policy** for more detail on managing cookies).
We are committed to protecting your data and privacy rights. North AI’s data practices are designed to comply with the **EU General Data Protection Regulation (GDPR)**, the **California Consumer Privacy Act (CCPA)**, and other applicable data protection laws. This means we uphold the principles of transparency, fairness, and user control over personal data.
Legal Basis for Processing: For users in the European Economic Area (EEA) or other regions with similar laws, the legal basis for collecting and processing your personal data in this testing environment is your **consent**. You provide explicit consent to data processing when you agree to participate in a test session. You have the right to withdraw that consent at any time (see below for details on withdrawal).
Your Data Protection Rights: Depending on your jurisdiction, you have some or all of the following rights regarding your personal data. We honor all such rights for our users:
- Right to Withdraw Consent: You may withdraw your consent to data processing at any point. For GDPR-covered users, this is an explicit right. Withdrawing consent will stop any further collection and processing of your data in the future, and you will be removed from the testing program (though data processed before withdrawal may still be used as allowed by law). Withdrawal is typically accomplished by deleting your account or contacting us to remove you from the participant list.
- Right to Access: You can request a copy of the personal data we hold about you. We will provide you with a summary of the information we have collected from your participation (e.g. profile information you provided, and possibly a summary of activity data).
- Right to Rectification: If any personal data we have is incorrect or outdated (for example, if you realize you entered the wrong birth year in your profile), you have the right to correct it. You can update some of this information directly through your account settings, or you can contact us for assistance.
- Right to Erasure (Right to be Forgotten): You can request that we delete your personal data. For example, if you decide you no longer want us to have your information, you can ask to have it removed. We will comply with such requests in accordance with applicable laws. Note that we might retain certain information if required (e.g., for legal compliance) or convert it to an anonymized form that no longer identifies you. Deleting your data means you will no longer be able to participate in the tests (since we cannot conduct the research without processing your data).
- Right to Data Portability: For GDPR subjects, you may request your personal data in a common, machine-readable format. This typically would include the profile data you provided and possibly a log of your activity data. Given the nature of the research data, we will do our best to provide any personal data in a reasonable format if requested.
- Right to Know (CCPA): California residents can request to know the categories and specific pieces of personal information we have collected about them, as well as the business purpose for collection and whether that information has been shared. In these Terms and our policies, we outline the categories of data collected and purposes (research and development). We do not sell the data, and we only share it in anonymized form as explained.
- Right to Deletion (CCPA): Similar to the right to erasure, California residents can request deletion of the personal information we have collected about them. We will treat this request the same as above – deleting all personal data that we are not legally required to keep, should you ask for it.
- Right to Opt-Out of Sale (CCPA): We do **not sell** personal information to third parties. Therefore, there is no need for you to opt out of the sale of your data. By design, your data stays within North AI (aside from the limited use of third-party processors like analytics, which are not “sales” of data).
- Right to Non-Discrimination (CCPA): If you exercise any of your rights (such as requesting deletion or access), we will not discriminate against you. This means we won’t deny you the use of the Platform or provide a lesser service just because you exercised your privacy rights. However, note that if you do delete your data or withdraw consent, the nature of this particular Platform is that you would no longer be participating in future tests (not as a punishment, but simply because we cannot conduct research without processing data). We will never impose unlawful penalties or negative consequences for privacy requests.
Exercising Your Rights: You can exercise the above rights by contacting us (see Contact Information at the end of this document) or, where available, through self-service on the Platform (for example, through account settings for editing profile info or an account deletion function). For requests that require our assistance (like obtaining a data export or complete deletion), we will respond as soon as possible and at most within the timeframe required by law (e.g., within 30 days for GDPR requests). We may need to verify your identity before fulfilling certain requests to ensure privacy and security (for instance, verifying it’s actually you requesting your data).
We understand that circumstances or comfort levels change. You have the ability to **delete your account or withdraw from future studies at any time**.
- Account Deletion: You may request deletion of your account and all personal data associated with it. To do this, you can either use the account settings (if such an option is provided in the interface) or contact our support/privacy team directly with your request. Once we process your deletion request: - Your personal data (profile information, contact info, etc.) will be removed from our active databases. This means you will no longer be identified in our system. - You will lose access to the testing platform (since an account is required to participate). If you wish to rejoin later, you would need to create a new account and consent again, and past data would not be linked. - We will also instruct our third-party analytics services to remove your user data where possible (for example, by deleting your analytics identifier or session logs associated with your account). - Note: Some data that you provided may persist in an **anonymized or aggregated form** within our research data sets (as explained in Data Retention). For instance, if your viewing data was already combined into an overall analysis, that aggregate analysis might be retained, but it will not contain anything that identifies you personally. We retain such aggregate results as they are part of the research findings, but your individual contributions will no longer be distinguishable.
- Withdrawal from Future Studies: If you want to **stop participating in any new tests** but do not necessarily want all your past data deleted, you can choose to withdraw from future studies. You might do this if, for example, you don’t want to be contacted about new tests anymore. To withdraw: - You can update your preferences in your account settings (e.g., uncheck a box that indicates you are open to new study invitations) or contact us to request to be removed from the active participant pool. - After withdrawal, we will **not invite you** to or involve you in any further test sessions. You will essentially become an inactive participant. - Your account might remain active in case you decide to return, but we will not collect any new data from you going forward. The data you provided in past sessions will still be used as per the consent you gave at that time, unless you also request deletion of that data. - If you change your mind later and want to participate again, you may need to provide new consent and rejoin the program, if it’s still open.
- Processing Time: We aim to process account deletions or withdrawals promptly. Under GDPR and other laws, we will handle deletion requests within one month (30 days) in most cases. Withdrawal from future studies can typically be updated even quicker (often within a few days, since it might just involve updating a mailing list or participant roster).
Please note that once your account is deleted, the action is irreversible — we cannot restore your data or account. If you only want to take a break, consider withdrawing from studies rather than full deletion.
North AI may update or revise these Terms and Conditions from time to time, especially as our testing program evolves or as laws change. If we make **material changes** (significant alterations to the practices or obligations described), we will notify you. Notification may happen by email (sent to the address associated with your account) and/or by prominently posting a notice on the Platform.
Continued participation in the testing program after any changes to the Terms signifies your acceptance of the revised terms. However, if you do not agree to the updated Terms, you have the right to stop participating and may delete your account as described above.
We include the “Last Updated” date at the top of this document so you can easily see when it was last changed. We encourage you to review these Terms periodically to stay informed about our policies.
If you have any questions, concerns, or requests regarding these Terms and Conditions, or about your personal data and privacy while using the Platform, please contact us. You can reach North AI’s support and data protection team at:
Email: privacy@northai.com (Example email – use the actual contact provided by North AI)
Mailing Address: North AI, Attn: Privacy Department, [Physical Address]
Contact Form: [If available, a web form link on the Platform]
We will respond to your inquiries as soon as possible, and at most within the timeframe required by applicable law. Your feedback and trust are important to us, and we want to ensure you have a positive and safe experience in our testing environment.