Privacy notice

Who we are

Shifted.Labs Ltd (“ShiftedLabs”), 64 Bell Street, London, NW1. Registered in England & Wales, company no. 16775546. ICO registration ZC212990. We are the controller of the personal information described here. Contact: hello@shiftedlabs.ai.

What we collect, and why

• Contact form. Your name, email, company and message, so we can reply. Lawful basis: our legitimate interest in responding to enquiries.
• Project chat (“What would you like to build?”). What you type and any files you attach are sent to our AI provider to generate a reply. Nothing reaches our team unless you choose to send it — by using “Send this to the team” or typing your email address into the chat. If you do, we receive your contact details, the full conversation and your attachments. If you keep chatting after sending, the rest of the conversation is sent to us too. Lawful basis: legitimate interest / steps prior to a contract at your request.
• Digital Opportunity Scan. Your answers, and the public text of any website you give us, are processed by our AI provider to generate the findings. We do not store them unless you choose to send the results to us, in which case we receive your contact details and the report. Lawful basis: as above.
• Enquiry source. If analytics is allowed (see below), we remember which page and campaign (for example a UTM tag) first brought you to the site, and attach it to any enquiry you send, so we know which content is useful. This is not used to identify you elsewhere.
• Analytics. See “Analytics and cookies” below.

Analytics and cookies

We use Google Analytics 4 only to produce statistics about how this website is used — which pages are read, how people arrive and where they leave — so we can improve it. It is not used for advertising, Google signals and advertising features are switched off, and we never send your name, email, messages or scan answers to it. Google acts as our processor for this data.

• Visitors in the UK and outside the EU/EEA: analytics is on by default, as UK law allows for statistics used to improve a website. You can turn it off at any time, free of charge, with “Analytics preferences” at the bottom of every page.
• Visitors in the EU/EEA: analytics stays off unless you choose “Accept” in the banner. You can change your mind at any time with “Analytics preferences”.

What we store on your device:

• _ga, _ga_* (Google Analytics cookies) — distinguish visits for statistics. Up to 13 months. Only set when analytics is on.
• sl_attr (local storage) — the page and campaign that first brought you here, attached to an enquiry if you send one. Only stored when analytics is on.
• sl_consent (local storage) — remembers your analytics choice.
• sl_lead_id (session storage) — links parts of an enquiry you send in one visit. Cleared when you close the tab.

We use your approximate country (from your connection, not stored) only to decide whether to ask for consent first.

Who processes it

• Netlify — hosts the website and stores form submissions and attachments.
• Anthropic — the AI provider that generates chat replies and scan findings.
• Google — website analytics, as our processor.

Some of these providers process data outside the UK, under appropriate safeguards such as the UK International Data Transfer Addendum or equivalent.

How long we keep it

We keep an enquiry for as long as we need it to deal with your request and any work that follows, and then delete it. You can ask us to delete it at any time.

Your rights

You can ask for a copy of your information, or ask us to correct, delete or stop using it, by emailing hello@shiftedlabs.ai. You also have the right to complain to the Information Commissioner’s Office (ico.org.uk).

This notice covers shiftedlabs.ai. The Shifted Fitness app has its own privacy policy.