Last updated: June 2026
This privacy policy sets out how DixonBaxi Limited uses and protects your personal data.
This privacy policy gives you information about how DixonBaxi Limited collects and uses your personal data through your use of this website, including any data you may provide when you interact with our AI assistant (‘our Services’).
DixonBaxi Limited is the controller and responsible for your personal data (collectively referred to as “DixonBaxi”, “we”, “us” or “our” in this privacy policy).
If you have any questions about this privacy policy, including any requests to exercise your legal rights (paragraph 8), please contact us using the information set out in the contact details section (paragraph 9).
Personal data means any information about an individual from which that person can be identified.
We may collect, use, store and transfer different kinds of personal data about you which we have grouped together as follows:
We also collect, use and share aggregated data such as statistical or demographic data which is not personal data as it does not directly (or indirectly) reveal your identity. For example, we may aggregate individuals’ Usage Data to calculate the percentage of users accessing a specific website feature or a feature of our Services in order to analyse general trends in how users are interacting with our website to help improve the website and our Services.
We use different methods to collect data from and about you including through:
Your interactions with us. You may give us your personal data by interacting with our Services or by corresponding with us by post, phone, email or otherwise. This includes personal data you provide when you:
Automated technologies or interactions. As you interact with our Services and our website, we will automatically collect Technical Data about your equipment, browsing actions and patterns. We collect this personal data by using cookies, server logs and other similar technologies.
Third parties or publicly available sources. We will receive personal data about you from various third parties and public sources.
We have developed an in-house, experimental AI assistant that is utilised by our users to explore our catalogue of work, our methods of thinking and our historical approaches to client requests.
Our AI assistant uses Artificial Intelligence to generate responses based on our published content and perspectives. It does not pull data from any external sources. Any data input into the AI assistant may be shared with our Data Processing Partners listed below.
As a result:
By using the AI assistant at any point, you agree not to:
We reserve the right to limit or terminate your access at any time if you violate these terms and conditions.
The law requires us to have a legal basis for collecting and using your personal data. We rely on one or more of the following legal bases:
We log the questions submitted to the AI assistant in an anonymised form so that we can monitor how the service is being used, improve the quality of its responses and identify topics that our users care about.
For each query we record the date and time of the question, the text of the question, the topic our system has classified the question under, the type of response that was returned and the text of the response itself. We do not log IP addresses, session identifiers, account information, browser details or any other data that would allow us to link a question back to an individual user.
Before any question or response is written to our logs we run an automated redaction step that replaces common patterns of personal data — including email addresses, phone numbers, payment card numbers and similar identifiers — with placeholder tokens such as [REDACTED_EMAIL]. This redaction is best-effort and the free-text nature of the AI assistant means that a user may, from time to time, still include personal data within the body of a question in a form our redaction does not catch. You should not include personal data in your questions unless you are comfortable for it to be processed in accordance with this policy. The lawful basis for this processing is our legitimate interest in understanding and improving our Services. Anonymised query logs are stored in Google Sheets and are subject to the retention period set out in paragraph 7.
| Data Partner Name | Data Usage |
|---|---|
| Google (including Gemini, Analytics, Discovery Engine and Sheets) | AI generation, semantic reranking, website analytics and anonymised query logging |
| Vercel | |
| OpenAI (via Vercel Gateway) | |
| Supabase | |
| ArcJet | |
| Teamtailor |
You will receive marketing communications from us if you have requested information from us or interacted with our services and you have not opted out of receiving the marketing.
We may also analyse your Identity, Contact, Technical, Usage and Profile Data to form a view which products, services and offers may be of interest to you so that we can then send you relevant marketing communications.
We will get your express consent before we share your personal data with any third party for their own direct marketing purposes.
You can ask to stop sending you marketing communications at any time by following the opt-out links within any marketing communication sent to you.
If you opt out of receiving marketing communications, you will still receive service-related communications that are essential for administrative or customer service purposes.
We may share your personal data where necessary with the parties set out above for the purposes described in this policy.
We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third-party service providers to use your personal data for their own purposes and only permit them to process your personal data for specified purposes and in accordance with our instructions.
We have put in place appropriate security measures to prevent your personal data from being accidentally lost, used or accessed in an unauthorised way, altered or disclosed. In addition, we limit access to your personal data to those employees, agents, contractors and other third parties who have a business need to know. They will only process your personal data on our instructions and they are subject to a duty of confidentiality.
We have put in place procedures to deal with any suspected personal data breach and will notify you and any applicable regulator of a breach where we are legally required to do so.
We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for, including for the purposes of satisfying any legal, regulatory, tax, accounting or reporting requirements. We may retain your personal data for a longer period in the event of a complaint or if we reasonably believe there is a prospect of litigation in respect to our relationship with you.
To determine the appropriate retention period for personal data, we consider the amount, nature and sensitivity of the personal data, the potential risk of harm from unauthorised use or disclosure of your personal data, the purposes for which we process your personal data and whether we can achieve those purposes through other means, and the applicable legal, regulatory, tax, accounting or other requirements.
By law we have to keep basic information about our customers (including Contact, Identity, Financial and Transaction Data) for six years after they cease being customers for tax purposes.
Anonymised AI assistant query logs (described in paragraph 4) are retained for 90 days, after which they are deleted. We may retain aggregated statistics derived from these logs (for example, counts of questions by topic) on an indefinite basis, as such statistics do not identify any individual.
In some circumstances you can ask us to delete your data: see paragraph 8 below for further information.
In some circumstances we will anonymise your personal data (so that it can no longer be associated with you) for research or statistical purposes, in which case we may use this information indefinitely without further notice to you.
You have a number of rights under data protection laws in relation to your personal data. You have the right to:
If you wish to exercise any of the rights set out above, please contact us.
To ensure fair access for all of our users, we may limit the number of requests you can make within a given time period. If you exceed these limits, you may need to wait before sending additional messages. We reserve the right to terminate your use of our website and our AI assistant if you attempt to exceed these limits when imposed.
The DixonBaxi name, logo, and all content on this site (excluding AI-generated responses to your queries) are owned or licensed by DixonBaxi. You may not use our branding or content without our express written permission.
AI-generated responses are provided for your personal, non-commercial use. You may share responses but should inform anyone that these responses are shared with that the responses have been generated by a Large Language Model Artificial Intelligence and are not the direct responses of DixonBaxi in any form.
The AI assistant is provided “as is” without warranties or representations of any kind. We are not liable for any of the following:
You will not have to pay a fee to access your personal data (or to exercise any of the other rights). However, we may charge a reasonable fee if your request is clearly unfounded, repetitive or excessive. Alternatively, we could refuse to comply with your request in these circumstances.
We may need to request specific information from you to help us confirm your identity and ensure your right to access your personal data (or to exercise any of your other rights). This is a security measure to ensure that personal data is not disclosed to any person who has no right to receive it. We may also contact you to ask you for further information in relation to your request to speed up our response.
We try to respond to all legitimate requests within one month. Occasionally it could take us longer than a month if your request is particularly complex or you have made a number of requests. In this case, we will notify you and keep you updated.
If you have any questions about this privacy policy or about the use of your personal data or you want to exercise your privacy rights, please contact us in the following ways:
DixonBaxi Limited
Unit 5, 30 Wharf Road, London, England, N1 7GR
hello@dixonbaxi.com
You have the right to make a complaint to the Information Commissioner’s Office (ICO), the UK regulator for data protection issues (www.ico.org.uk). However, before doing so please make sure you have first made your complaint to us or asked us for clarification if there is something you do not understand. The ICO will expect you to have done this before reviewing your complaint.
We keep our privacy policy under regular review.
It is important that the personal data we hold about you is accurate and current. Please keep us informed if your personal data changes during your relationship with us, for example a new address or email address.
This website may include links to third-party websites, plug-ins and applications. Clicking on those links or enabling those connections may allow third parties to collect or share data about you. We do not control these third-party websites and are not responsible for their privacy statements. When you leave our website, we encourage you to read the privacy policy of every website you visit.