1. Introduction

Welcome to The Guides AI — your personal Arctic travel assistant.

We value your privacy and are committed to protecting your personal data.

This Privacy Policy explains how we collect, use, and share information when you use The Guides AI mobile application, website, or related services (collectively, “Services”).

By using The Guides AI, you agree to the terms of this Privacy Policy.

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2. Data Controller

The data controller for all processing activities described here is:

The Guides AI Oy

Helsinki, Finland

Email: support@theguides.ai

If you have any questions or concerns about this policy or your rights, please contact us at the email above.

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3. What Information We Collect

We collect the minimum amount of personal data necessary to provide and improve our services. The types of data include:

a) Information you provide directly

• Account information: name, email address, preferred language, and password (if applicable).

• Booking details: name, contact info, and payment-related data handled by our booking partners (we do not store credit card details or handle the payments).

• Support messages: when you contact us via email or chat.

b) Information collected automatically

• Location data: precise or approximate location to provide localized recommendations, aurora forecasts, and nearby activity suggestions.

• Device information: device model, operating system, app version, time zone, and network type (for performance and debugging).

• Usage data: in-app interactions, search queries, clicks, and session duration (for analytics and improvements).

c) Information from partners

• Activity bookings and availability: received via our partners’ APIs (e.g., Bokun, Rezdy).

• Weather and aurora data: fetched from public and scientific sources (e.g., NOAA, NASA, FMI).

• Operator or hotel integrations: when you use The Guides AI through a white-label link or QR code provided by a partner.

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4. How We Use Your Information

We process your data only for legitimate and transparent purposes:

1. To operate and improve the app — including personalization, localization, and feature optimization.

2. To show relevant travel recommendations — such as nearby tours, clear-sky areas, or aurora forecasts.

3. To process bookings — including communication with our booking partners.

4. To provide customer support and handle inquiries.

5. To send optional notifications — e.g., aurora alerts, tips, safety warnings, or booking reminders.

6. To analyze app usage (aggregated and anonymized) for improving user experience and system reliability.

7. To comply with legal obligations — such as accounting and regulatory requirements.

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5. Legal Bases for Processing

We process your personal data under the following legal bases:

• Contractual necessity: when you create an account, make a booking, or use our services.

• Legitimate interest: improving user experience, ensuring app security, and preventing misuse.

• Consent: for optional services like push notifications, marketing messages, or precise location data.

• Legal obligation: when required by Finnish or EU law.

You can withdraw your consent at any time via app settings or by contacting us.