ML Sense Privacy Policy

Last updated: 10 September 2026

Who we are and how to contact us

ML Sense Ltd, trading as ML Sense, is the controller responsible for the personal information described here. Our website is https://mlsense.ai.

Privacy enquiries: privacy@mlsense.ai
Postal address: First Floor, 85 Great Portland Street, London W1W 7LT, United Kingdom

This policy covers our business website, enquiries, meeting bookings, requested resources and marketing leads, including forms on Facebook, Instagram and LinkedIn. It applies to people contacting us from the UK, Europe, the United States and elsewhere. Separate notices or agreements apply to recruitment, customer products and personal information we process on a client’s instructions.

Information we collect

We collect the contact and business information you provide, such as your name, email address, company, role, telephone number if supplied, and project requirements. We keep relevant correspondence, meeting arrangements and communication preferences.

When you submit an advertising platform’s lead form, we receive the details you choose to submit, including any pre-filled information, together with available submission and campaign information. We also record when and how you gave or withdrew marketing consent and the wording presented to you.

Our website and its service providers process technical information, such as IP addresses, browser information and request logs, to deliver the website and protect it against misuse. Please do not submit sensitive personal information, payment details or confidential client datasets through an enquiry form. Our business services and marketing are intended for adults.

Why we use information

• Respond to your request: answer questions, provide a resource you requested, arrange a conversation and discuss services or proposals. We rely on our legitimate interest in responding to business enquiries and managing prospective business relationships. Where you personally ask us to take steps towards a contract with you, we rely on those pre-contractual steps instead.
• Send optional marketing emails: share news, insights and offers about ML Sense services when you opt in. We rely on your consent for this activity.
• Manage and protect our business: maintain relevant correspondence, prevent misuse and secure our systems. We rely on our legitimate interests in effective administration and security, taking account of your rights.
• Meet legal requirements: keep or disclose records where required by law. We rely on the relevant legal obligation. Where necessary to establish, exercise or defend legal claims, we rely on our legitimate interest in protecting our legal rights.

Providing information is voluntary, but we need enough information to fulfil your request. Requesting a guide or submitting an enquiry does not automatically subscribe you to ongoing marketing.

We do not use these leads to train general-purpose AI models or make solely automated decisions with legal or similarly significant effects on you.

Marketing choices

You can object to direct marketing at any time. You can unsubscribe from marketing emails using the link in each message or by contacting us. We stop promotional emails when you withdraw consent. Withdrawal does not affect the lawfulness of processing before withdrawal.

You can still receive a requested response or essential service communication after opting out of marketing. We retain a minimal opt-out record to prevent accidentally adding you back to our marketing list. We do not use this list for promotion.

Who receives information

Authorised personnel use information where needed for their work. We also use service providers for secure business record storage and contact management, email delivery, website hosting, enquiry forms, appointment booking and IT support. They receive only the information needed for their services and are subject to appropriate contractual obligations.

Our website uses HubSpot enquiry forms and a Motion booking service. The information you submit through these tools is processed to deliver your enquiry or booking. We use business record storage and contact-management tools to keep your enquiry, relevant correspondence and communication preferences. You can contact us for details of the providers involved in handling your information.

If you submit a form through Meta or LinkedIn, that platform also processes information under its own privacy policy: Meta and LinkedIn.

We may disclose relevant information to professional advisers or public authorities where necessary for legal obligations or legal claims. Advertising and analytics providers may receive information about website visits and interactions through the tools described below. Advertising-related disclosures may constitute “sharing” or “sale” under some US state privacy laws, even where no money is paid. You can contact us about applicable rights to opt out of these disclosures.

International processing

We operate from the United Kingdom and use service providers that may store or access information in the UK, the European Economic Area, the United States and other countries where they operate. The location of an advertisement or the person submitting a form does not determine where all related information is processed.

Where UK or European data protection law requires protection for an international transfer, we use an applicable adequacy decision or approved contractual safeguards, such as the European Commission’s Standard Contractual Clauses with the UK Addendum where required, together with any necessary additional measures. We assess the relevant arrangements before permitting restricted transfers. Contact us for information about the safeguards applicable to your information or to request a copy, subject to necessary redactions.

How long we keep information

We normally delete or anonymise unsuccessful enquiry records within 24 months of the last meaningful interaction. Sending an unanswered promotional email does not restart this period.

For marketing subscribers, we retain the details needed to send emails until you unsubscribe or until 24 months without a meaningful interaction, whichever occurs first. If you become a customer, relevant records move to our customer retention arrangements: we keep them for the relationship and afterwards only as needed for applicable accounting, contractual and legal requirements.

We retain limited consent evidence and opt-out records for as long as reasonably necessary to demonstrate compliance and respect your choices. We review their necessity annually. Records needed for a specific legal obligation or dispute may be held longer, restricted to that purpose. Deleted information in backups remains protected until the backups expire under the relevant provider’s retention cycle.

Security

We restrict access to personnel who need it and use technical and organisational safeguards appropriate to the information and the risks involved. No system can guarantee absolute security.

Website cookies and tracking

Our website includes analytics, advertising measurement and business-visitor identification tools. These tools can process online identifiers, IP addresses, device and browser information, pages visited, referral information and interactions with the website. Their purposes include understanding website use, improving the website, measuring advertising and identifying business interest in our services.

The tools present on our website include:

• Google Analytics and Google Tag Manager: website analytics and management of measurement tags. Google privacy information.
• Meta Pixel and LinkedIn Insight Tag: advertising measurement, audience insights and functionality that can support personalised advertising. These providers may associate website activity with information held through their own services. Meta Privacy Policy and LinkedIn Privacy Policy.
• Hotjar: analysis of website interactions, such as clicks, scrolling and navigation, to understand and improve the user experience. Hotjar privacy information.
• Albacross and Clearbit: business-visitor identification and enrichment, which can associate technical visit information with a company or business profile. Albacross Privacy Policy and Clearbit Privacy Policy.

We also use third-party tools for enquiry forms, booking, accessibility and privacy preferences. These include HubSpot, Motion, accessiBe and iubenda. They can process technical information needed to deliver their functions, in addition to information you submit.

Consent is required for non-essential cookies and similar tracking where applicable law requires it; legitimate interests do not replace a required cookie consent. Website analytics and advertising processing must follow the applicable consent requirements. Necessary website operation and security rely on our legitimate interests in providing and protecting the service.

You can control cookies through your browser and manage advertising preferences through the relevant platform. Browser controls may not stop every form of tracking. Contact privacy@mlsense.ai to withdraw consent or make a privacy request. Cookies may last for a browsing session or persist until their expiry or removal; providers’ linked notices explain their technologies and retention practices. Advertising platforms also process interactions with advertisements on their own services under their own notices.

Your rights

Depending on the law that applies and the circumstances, you may request access to or a copy of your information, correction, deletion, restriction of use, or portability. You may object to processing based on legitimate interests and to direct marketing. Where we rely on consent, you may withdraw it at any time.

Contact us using the details above. We may request proportionate information to verify your identity or an authorised representative’s authority. We respond within the time required by applicable law and explain any lawful reason for declining a request. Where an applicable US state law gives you a right to appeal our decision, contact us to request a review. We do not discriminate against you for exercising applicable privacy rights.

You may complain to the UK Information Commissioner’s Office at ico.org.uk/make-a-complaint or to your local data protection authority where applicable.

Changes to this policy

We update this policy when our practices change and show the latest revision date above. We provide additional notice of material changes where required.