Last updated: 15 June 2026
Kult ("Kult", "we", "us", "our") provides a real-time, voice-first AI companion for video games. You speak to the assistant while you play, and it answers questions about games using a knowledge base built from public sources combined with live web search.
This policy explains what personal data we collect when you use our website, app, and voice assistant (together, the "Service"), how we use it, who we share it with, and the rights you have over it.
For the purposes of UK and EU data protection law, the data controller is:
We've written this in plain English. The essentials:
The rest of this policy is the detail.
| Data | Examples | When |
|---|---|---|
| Account data | Email address, username, display name, password (stored hashed) | When you sign up |
| Profile & preferences | Favourite games, skill level, settings | When you set them |
| Voice input | Audio of what you say to the assistant | During a voice session |
| Text input | Questions you type, feedback you send | When you use the Service |
| Communications | Messages you send us (support, email) | When you contact us |
| Data | Examples |
|---|---|
| Usage data | Games you view, queries you make, features you use, session length |
| Device & technical data | IP address, browser/OS type, device identifiers, app version |
| Session activity (analytics) | Pages visited, clicks, and — where enabled — session replay (a recording of how you interact with the web app). See §11. |
| Cookies & similar technologies | See §11. |
If you sign in through a third party or we receive limited technical data from our hosting and analytics providers, we may combine it with the above. We do not buy personal data about you from data brokers.
Because Kult is a voice product, this gets its own section.
We do not create voiceprints. We process your voice to convert speech to text and to operate the assistant. We do not create, store, or use a biometric "voiceprint" or voice template, and we do not use your voice to identify or authenticate you. Because of this, we do not treat your voice audio as special category (biometric) data under UK/EU GDPR. If we ever introduce voice-recognition features, we will update this policy and obtain your explicit consent first.
Under UK/EU GDPR we must have a lawful basis for each use of your data.
| What we do | Why | Lawful basis (UK/EU GDPR) |
|---|---|---|
| Create and manage your account | To let you sign in and use the Service | Contract (Art. 6(1)(b)) |
| Run the voice assistant (capture audio, transcribe, generate and speak answers) | This is the core Service you asked for | Contract |
| Store your questions and answers to provide conversation context and a response cache | To make the Service work and respond faster | Contract / Legitimate interests |
| Improve and develop the Service (quality, accuracy, reliability) | To make Kult better | Legitimate interests (Art. 6(1)(f)) — see §8 |
| Analytics and session replay | To understand usage and fix problems | Consent (where required by cookie law) + legitimate interests |
| Security, abuse prevention, debugging | To keep the Service safe and working | Legitimate interests / Legal obligation |
| Send you service messages | To tell you about important changes | Contract / Legitimate interests |
| Send you marketing (if any) | To tell you about features | Consent |
| Comply with law / respond to legal requests | Legal compliance | Legal obligation |
Where we rely on legitimate interests, we have balanced our interests against your rights. You can object to this processing — see §13. Where we rely on consent, you can withdraw it at any time.
To run the Service we use trusted third-party "sub-processors". They process your data on our behalf, under contracts that require them to protect it and use it only to provide their service to us. Our current sub-processors include:
| Provider | Role | What it processes |
|---|---|---|
| Google (Gemini / Vertex AI) | Real-time voice model + reasoning models | Audio and/or text of your queries |
| OpenAI | Alternative voice model; text embeddings | Audio and/or text of your queries |
| Deepgram, Cartesia, ElevenLabs, Gradium | Speech-to-text and text-to-speech | Audio and transcripts |
| Cohere | Search result re-ranking | Query text |
| Tavily, Linkup, Parallel, You.com | Live web search | Query text |
| Supabase | Database and authentication hosting | Account data, transcripts, preferences |
| Google Cloud Platform | Application hosting and infrastructure | Most data, in transit/at rest |
| LiveKit | Real-time audio transport | Audio stream |
| Vercel | Website hosting | Technical/usage data |
| PostHog (EU) | Product analytics and session replay | Usage and interaction data |
| Langfuse | AI observability (tracing AI calls to debug and improve) | Query/answer text |
We keep our list of sub-processors up to date and will update it as our providers change.
We may also share data:
We do not sell your personal data, and we do not share it for cross-context behavioural advertising.
When your audio or text is sent to the AI providers above, it is processed to generate your answer. We use these providers under their standard API terms, which do not permit them to use your content to train their own models, and they retain it only as needed to provide the service to us.
We may use the text of your questions and the assistant's answers, together with usage data, to evaluate and improve the quality, accuracy, and reliability of the Service — for example, to fix wrong answers and improve our knowledge base.
Some of our providers (including Google and OpenAI) are based in, or process data in, the United States and other countries outside the UK and European Economic Area (EEA).
When we transfer your data outside the UK/EEA, we rely on appropriate safeguards, which may include:
You can request a copy of the safeguards we use by contacting us.
We keep personal data only as long as we need it:
| Data | Retention |
|---|---|
| Account data | While your account is active; deleted within 90 days of account closure (minus anything we must keep by law) |
| Raw voice audio | Up to 30 days, usually much less; deleted after processing |
| Transcripts (questions & answers) | Up to 24 months, or until you delete them / your account |
| Cached answers (response store) | Until superseded or cleared; not linked to your identity where avoidable |
| Analytics data | Up to 24 months |
| Support communications | Up to 24 months |
When we no longer need data, we delete or anonymise it.
We use cookies and similar technologies. Some are strictly necessary (e.g. to keep you signed in) and don't need consent. Others — including analytics and session replay (PostHog) — are non-essential and are used only with your consent, which we ask for via our cookie banner.
You can accept or reject non-essential cookies, and change your choice at any time. Rejecting is as easy as accepting. Our cookie banner lists each technology, its purpose, provider, and duration. We mask sensitive fields (such as passwords) in session replay.
The Service is intended for adults aged 18 and over. It is not directed at, and must not be used by, anyone under 18.
We do not knowingly collect personal data from anyone under 18. If you believe a person under 18 has provided us with personal data, contact privacy@joinkult.ai and we will delete it and close the account.
Under UK/EU GDPR you have the right to:
To exercise any right, contact privacy@joinkult.ai. We'll respond within one month. Using these rights is free, and we won't discriminate against you for it.
Complaints. If you're unhappy with how we handle your data, you can complain to the UK Information Commissioner's Office (ico.org.uk) or, if you're in the EEA, to your local data protection authority. We'd appreciate the chance to address your concern first.
If you are a California resident, you have rights under the CCPA/CPRA to know, access, delete, and correct your personal information, and to opt out of any "sale" or "sharing" of it. We do not sell or share your personal information as those terms are defined under California law. Voice data may be treated as "sensitive personal information"; we use it only to provide the Service and do not use it to infer characteristics about you. To exercise your rights, contact privacy@joinkult.ai. We will not discriminate against you for exercising them.
We use appropriate technical and organisational measures to protect your data, including encryption in transit, access controls, secrets management, and hosting with reputable providers. No system is perfectly secure, but we work to protect your data and will notify you and the relevant authority of a breach where the law requires.
We may update this policy from time to time. If we make material changes, we'll notify you (e.g. by email or an in-app notice) before they take effect. The "Last updated" date at the top shows the current version.
Questions or requests about privacy: privacy@joinkult.ai
Postal: KULT AI LIMITED, Apartment 302, 2 Wood Crescent, London, England, W12 7GJ