Terms of Service

These Terms are a legally binding agreement between you and Imora ("Imora", "we", "us"). They apply when you create an account, build or share a twin, or otherwise use the Imora websites, apps, embeddable widget and related services (the "service").

You accept these Terms by ticking the acceptance box when you sign up, or by continuing to use the service after we tell you they have changed. If you do not agree, do not use the service.

If you use the service for an organisation, you confirm you have authority to bind it, and "you" means both you and that organisation. People who only talk to someone else's twin, without an account, are covered by the separate Terms for talking to a twin.

Our Privacy Policy explains how we handle personal data. It does not form part of the contract but you should read it.

• Twin: an AI system on Imora configured to answer in a particular person's style and according to their recorded decisions and reasoning. An Imprint is the underlying model of that person from which one or more twins are made.
• Owner: the account holder who builds or controls a twin. Subject: the real person a twin represents. Usually these are the same person.
• Visitor: anyone who talks to a twin other than its owner, whether through a shared link, an embedded widget or an organisation workspace.
• Your content: everything you give the service, including answers, corrections, documents, writing, profile details and settings.
• Output: anything a twin generates.
• Business user: anyone using the service for purposes relating to their trade, business, craft or profession. Consumer: an individual using the service wholly or mainly outside those purposes.

• You must be at least 18 and able to enter into a binding contract.
• You must give accurate registration details, including your real name, and keep them up to date.
• You may not use the service if we have previously suspended or closed your account for breaching these Terms, or if you are barred from receiving it under the laws that apply to you.
• One person, one account. Do not create multiple free accounts to get round usage limits.

• Keep your password and any two-factor codes secret. We recommend turning on two-factor authentication. You are responsible for activity under your account unless it results from our failure to keep the service secure.
• Tell us straight away at hello@imora.ai if you suspect unauthorised access.
• A twin carries your name and judgement. Anyone who gets into your account can change what it says. Treat the account accordingly.

Please read this section carefully. It describes the main limits of the technology.

• A twin is AI, not a person. Outputs are generated by large language models supplied by third parties (currently Anthropic), guided by what you have taught the twin. A twin does not think, and it does not know what you know.
• Outputs can be wrong. A twin can be inaccurate, incomplete, out of date, inconsistent, or confidently mistaken. It can attribute to you a view you do not hold, even though we design the service to say when it has no recorded view. Two people asking the same question can get different answers.
• Explanations are aids, not proof. The "why this answer" panel, confidence labels, citations, Mirror Score and fidelity results are generated indicators to help you judge an output. They are not guarantees of accuracy, and a citation does not prove the source supports the statement.
• A twin is not professional advice. Outputs are not legal, medical, psychological, financial, investment, tax, accounting, safety or other professional advice, whatever the subject's profession, and must not be presented as such.
• A twin cannot act for you. A twin has no authority to make offers, accept terms, give undertakings, approve spending, hire, dismiss, or otherwise bind you or anyone else. You must not hold it out as having that authority.
• A twin is not a record of you. It is not a faithful, complete or permanent record of your knowledge or opinions, and must not be relied on as evidence of what you said or decided.
• Do not use a twin where mistakes cause serious harm. That includes emergencies, medical or mental-health decisions, decisions about a person's employment, credit, housing, education, insurance or legal rights, and any safety-critical setting. Decisions that significantly affect a person must be made by a human who takes responsibility for them.

Building an AI version of a real person is a serious thing to do. These rules are strict and we enforce them.

• Yourself. You may build a twin of yourself.
• Someone else, only with written permission. You may build or operate a twin of another living adult only if they have given clear, informed, written permission, freely and without pressure, that covers how the twin will be used and who can talk to it. You must keep that permission and show it to us if we ask.
• Permission can be withdrawn. The subject may withdraw at any time, by telling you or us. When they do, you must stop using the twin promptly, and we may disable or delete it.
• Never: a twin of a child; of a person who has died; of a public figure, celebrity, politician or anyone else without their permission; or a twin designed to be mistaken for a real person it does not represent.
• No passing off. You must not use a twin to mislead anyone about who or what they are dealing with, to impersonate someone for gain, or to fabricate statements, endorsements or testimonials.
• Your professional standing. If you describe yourself or your twin using qualifications, memberships, titles or experience, they must be true.

We may ask you to verify your identity or your permission at any time. We may suspend a twin immediately, without notice, if we reasonably suspect it breaches this section. Voice or likeness features, if we offer them, may only be used with your own voice or likeness and will carry extra consent steps.

Twins are private until you choose to share them. If you turn on link sharing, embed a twin on a site, or let colleagues or clients use it, you are putting outputs in front of other people under your name. As between you and us, you are responsible for that, in the same way as if you had published the words yourself.

• Test before you share. Use the twin yourself, check what it says on the subjects your audience is likely to raise, and correct what is wrong.
• Keep watching. Review conversations and the questions your twin could not answer at reasonable intervals. Correct errors. If the twin says something false, harmful or embarrassing, fix it or switch sharing off. You can turn sharing off at any time.
• Keep the AI notices. We tell visitors they are talking to an AI twin and not to the real person. You must not remove, hide, contradict or undermine those notices, including when you embed a twin, and you must not tell anyone that outputs are your personal replies.
• Tell your audience what it is for. Where you put a twin in front of clients, customers or staff, make clear it offers a first view based on your past reasoning and that anything important should be confirmed with you.
• Regulated work. If you work in a regulated profession or sector, you are responsible for making sure your use of a twin complies with your regulator's rules, your professional duties, your insurance, and any rules on advertising, client communications, confidentiality and record keeping. Do not use a twin to deliver regulated advice or services.
• Confidentiality. Do not teach a shared twin anything you would not be free to tell the people who can talk to it. A twin may repeat or paraphrase what it has been given. We provide controls such as topics to avoid, but no control is perfect.
• Your own sites. If you embed a twin on your website, you are responsible for your site's own terms, privacy notice and cookie information, and for telling your visitors that their questions are processed by Imora.
• Usage counts against your plan. Messages sent by visitors count towards your allowance. We apply per-visitor limits to reduce abuse but do not guarantee that a shared twin will not be misused by others.

• An organisation that invites people to build twins in its workspace is responsible for those users' compliance with these Terms and for having a lawful basis, under data protection and employment law, for what it asks them to do.
• Participation must be voluntary. An organisation must not require a person to build a twin, or penalise them for refusing or for withdrawing permission.
• When someone leaves. An organisation must not continue to use, share or draw on a person's twin after that person has left the organisation, unless the person has agreed in writing, after being told how it will be used, and may later withdraw. Absent that agreement the twin must be disabled when they leave. This applies whatever the organisation's employment contracts say about ownership of work product.
• A twin must not be used to monitor, assess or make decisions about the person it represents.
• Workspace administrators may be able to see, manage or remove twins and content in their workspace. If you build a twin in your employer's workspace, your employer's policies also apply.

• Visitors use a shared twin under our Terms for talking to a twin. We do not ask visitors to identify themselves.
• Nothing a visitor says changes how your twin thinks. Only you teach your twin.
• You may see questions visitors asked, including questions your twin could not answer. You must not try to identify a visitor from what they wrote, must not use their messages for anything other than improving and operating your twin, and must handle any personal data they include in line with data protection law.
• Do not ask visitors, through your twin's description or otherwise, to submit sensitive personal information.
• We handle visitor conversations as described in our Privacy Policy. If you are a business user and need a data processing agreement for your use of the service, contact us.

You must not use the service, or allow a twin to be used:

• to break the law, or to help anyone else do so;
• to deceive, defraud, phish, or manipulate people, including by pretending a twin is human or is the real person;
• to produce content that is defamatory, harassing, threatening, hateful, sexually explicit, exploitative of children, or that promotes violence or self-harm;
• to give medical, legal, financial or other regulated advice, or to operate in a safety-critical setting;
• to make or materially support decisions about individuals' employment, credit, housing, education, insurance or legal status;
• for political campaigning, electioneering or targeted persuasion using a real person's identity;
• to generate spam, fake reviews, fake endorsements or fabricated quotations;
• to infringe anyone's intellectual property, confidentiality, privacy or publicity rights;
• to upload special category personal data about other people (such as health, beliefs or sexual life), or any personal data you have no lawful basis to use;
• to upload malware, or to probe, scan, overload or attack the service;
• to extract or reverse-engineer models, prompts or another user's twin, or to scrape the service by automated means;
• to get round usage limits, rate limits, safety measures or billing;
• to build a competing product using outputs or access to the service, or to resell access without our written agreement;
• in breach of the usage policies of our AI providers, which apply to all use of the service.

We may, but are not obliged to, review twins, content and conversations to enforce these Terms, keep the service safe and comply with the law. We may remove content or disable a twin where we reasonably believe this section has been breached.

• You own it. You keep all rights in your content. We claim no ownership of it.
• Licence to us. You give us a non-exclusive, worldwide, royalty-free licence to host, copy, process, adapt and display your content only as needed to provide, secure and support the service for you, including sending it to the AI and infrastructure providers we use for that purpose. The licence ends when your content is deleted, apart from routine backups, which expire on a schedule.
• No training of base models. We do not use your content to train general-purpose AI models, and we do not permit our AI providers to do so. We may use aggregated, de-identified usage statistics to run and improve the service.
• Your promises. You confirm that you have the right to give us your content; that it does not include other people's confidential information, trade secrets or client material unless you are authorised to use it this way; and that using it as these Terms describe will not break the law, your employment contract, or any duty you owe to a client or third party.
• Keep your own copies. The service is not a backup or records system.

• As between you and us, and so far as the law allows, you may use your twin's outputs for any lawful purpose consistent with these Terms, including commercially.
• Because of how AI works, outputs may not be unique, may resemble material produced for others, and may not be protected by copyright. We give no warranty that outputs do not infringe third-party rights.
• The service itself, including our software, designs, methods for building and retrieving from a reasoning graph, brand and documentation, belongs to us or our licensors. We grant you a limited, revocable, non-transferable right to use it under these Terms. Feedback you give us may be used freely.

• We rely on third parties, including Anthropic for AI models, a payment provider for billing, and hosting and email providers. Their availability and behaviour are outside our control, and models may change in ways that alter how a twin responds.
• If you connect your own AI provider key, your use of that provider is under your agreement with them and you are responsible for their charges. Keep the key secure; you can remove it at any time.
• Features that connect to third-party services are subject to those services' terms. We are not responsible for third-party sites that host an embedded twin.

Imora is a new service. Features may change, be limited, or be withdrawn. Anything described as beta, preview, planned or coming soon is provided as is, may never be released, and is not something you should rely on when deciding to subscribe. We will try to give reasonable notice before removing a feature that paying customers depend on.

• Plans and allowances. Current plans, prices and monthly allowances are shown on our pricing page. Allowances are measured in message units, which vary with the AI model tier used. Unused allowance does not roll over. When an allowance is used up, the twin pauses until the next period unless you upgrade.
• Free plan. The Free plan is not a trial and has no time limit, but we may change its limits, or withdraw it, on 30 days' notice.
• Paid plans. Subscriptions are billed in advance in pounds sterling through our payment provider and renew automatically each period until cancelled. Prices exclude VAT unless stated. You authorise us to charge your payment method for each renewal.
• Cancelling. You can cancel at any time from the billing page. Cancellation takes effect at the end of the period you have paid for, and you keep access until then. Except as set out below or required by law, we do not refund part-used periods.
• Consumers: 14-day right to cancel. If you are a consumer in the UK or EU, you may cancel a new paid subscription within 14 days of purchase without giving a reason. Because you ask us to start the service immediately, if you cancel in that period we may keep a proportionate amount for the service provided up to the time you told us.
• Price changes. We will give at least 30 days' notice by email of any price increase. It applies from your next renewal, and you may cancel before then.
• Failed payments. If a payment fails we will tell you and may retry it. If it remains unpaid after a grace period we may move your account to the Free plan, which may pause twins or features above the Free limits.
• Refunds for our failures. If the service is materially unavailable or defective because of something within our control, contact us and we will put it right or refund a fair proportion of the fees for the affected period. This does not limit any rights you have by law.

• We aim to keep the service available but do not promise it will be uninterrupted or error-free. We may carry out maintenance, and may suspend the service in an emergency or to protect security.
• We may change the service, for example to reflect changes in the law, in our providers' models, or in what we offer. If a change materially reduces what a paying customer receives, we will give reasonable notice and you may cancel and receive a pro-rata refund of fees paid for the period after cancellation.

If you believe a twin impersonates you or someone else without permission, is being used to mislead people, or has said something unlawful or harmful, email hello@imora.ai with the link to the twin and what happened. If you are the subject of a twin and want it taken down, tell us and we will act.

We review reports promptly. We may disable a twin while we look into a report, ask the owner for evidence of identity or permission, remove content, and close accounts. We may cooperate with courts, regulators and law enforcement where the law requires. Owners can ask us to reconsider a decision by replying to our notice.

• You may stop using the service and delete your account at any time by contacting us.
• We may suspend or restrict your account or any twin immediately if we reasonably believe you have seriously breached these Terms (in particular sections 6, 7, 8 or 10), that your use creates a risk of harm or legal liability, or that it is required by law. Where appropriate we will tell you why and give you a chance to put things right.
• We may end this agreement for any other reason on 30 days' notice, with a pro-rata refund of prepaid fees for the period after it ends.
• After it ends, your twins stop responding, shared links and embeds stop working, and your right to use the service ends. You may ask for a copy of your content within 30 days. We then delete it within a reasonable period, except where the law requires us to keep records, and apart from routine backups.
• Sections that by their nature should survive, including those on responsibility for outputs, intellectual property, liability and disputes, continue to apply.

We will provide the service with reasonable care and skill. Beyond that, and except as set out in these Terms, the service and all outputs are provided as is and as available. To the fullest extent the law allows, we exclude all other warranties, conditions and terms, whether implied by statute, common law or otherwise, including any implied terms as to satisfactory quality, fitness for a particular purpose, accuracy of outputs, or that a twin will faithfully represent any person.

If you are a consumer, you have legal rights in relation to services that are not performed with reasonable care and skill, and digital content that is faulty or not as described. Nothing in these Terms affects those rights. Advice is available from Citizens Advice or Trading Standards.

What we never limit. Nothing in these Terms limits or excludes our liability for death or personal injury caused by our negligence, for fraud or fraudulent misrepresentation, or for anything else that cannot lawfully be limited or excluded.

If you are a business user, subject to the paragraph above: (a) we are not liable for loss of profit, revenue, business, contracts, goodwill, reputation or anticipated savings, for loss or corruption of data, or for any indirect or consequential loss; (b) we are not liable for loss arising from outputs, from reliance placed on a twin by you or by anyone you share it with, or from a twin being shared, embedded or used in breach of these Terms; and (c) our total liability arising out of or in connection with the service in any 12-month period, whether in contract, tort (including negligence), breach of statutory duty or otherwise, is limited to the greater of the fees you paid us in that period and £100.

If you are a consumer, we are responsible for loss or damage you suffer that is a foreseeable result of our breaking these Terms or failing to use reasonable care and skill. We are not responsible for loss that was not foreseeable, that was caused by your own breach of these Terms, or for business losses, since the consumer terms are for private use. If defective digital content we supplied damages a device or digital content of yours because we failed to use reasonable care and skill, we will repair the damage or pay compensation.

We are not liable for failure or delay caused by events outside our reasonable control, including failures of AI, hosting, payment or network providers.

Business users: you will indemnify us and our officers, staff and suppliers against claims, losses, damages, fines and reasonable legal costs arising from: your content; a twin you built or shared, including what it says to anyone; your breach of sections 6 to 10; your breach of the law or of a third party's rights; and any dispute between you and a subject, visitor, client, employer or regulator. We will tell you promptly about any such claim, let you take reasonable part in its defence, and not settle it in a way that admits fault on your behalf without consulting you.

Consumers: if you break these Terms or the law and we suffer loss as a result, you will be responsible for the foreseeable loss you caused.

We may update these Terms, for example when the service or the law changes. For material changes we will email account holders at least 14 days before they take effect and may ask you to accept the new version. If you do not agree, you may cancel before the change takes effect and receive a pro-rata refund of prepaid fees for the period after cancellation. Continuing to use the service after the effective date means you accept the updated Terms. We keep a record of the version each account accepted.

• Please contact hello@imora.ai first. Most problems can be sorted out quickly and informally, and we will try to resolve any complaint within 30 days.
• These Terms, and any dispute or claim arising out of or in connection with them or the service (including non-contractual disputes), are governed by the law of England and Wales.
• Business users agree that the courts of England and Wales have exclusive jurisdiction. If you are a consumer living in Scotland or Northern Ireland you may also bring proceedings there, and if you live in the EU you keep the protection of the mandatory laws of your country.

• Whole agreement. These Terms, the pricing page for your plan, and any order form or pilot agreement we sign with you are the entire agreement between us about the service. If a signed agreement conflicts with these Terms, the signed agreement wins.
• Transfer. We may transfer our rights and obligations to another organisation, for example if the business is sold, and will tell you if we do; this will not reduce your rights. You may not transfer yours without our consent.
• No third-party rights. Nobody other than you and us has any right to enforce these Terms, including under the Contracts (Rights of Third Parties) Act 1999.
• Severability. If a court finds part of these Terms unenforceable, the rest continues in force.
• No waiver. If we delay in enforcing these Terms, we can still enforce them later.
• Notices. We will contact you at the email address on your account. Legal notices to us should be sent to hello@imora.ai and, once the company is registered, to its registered address shown at the top of these Terms.

For anything about these Terms, help with the service, a privacy request, or to report a twin, email hello@imora.ai.