Brilliant.

Privacy policy

Last updated 7 August 2026

Brilliant is a website service for pubs, operated by Prime Directive AI Ltd (company number 16551401, registered at 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ). We are the data controller for the personal data described here, and we are registered with the Information Commissioner's Office under reference ZC013006, which you can check on the public register. Any question about this policy, or any request about your data, goes to hello@brilliant.pub and we will answer within 30 days.

This policy covers four different groups of people: publicans who use Brilliant, people who ring or message a pub's AI assistant, people who sign up for emails on a pub's website, and pubs we hold public business information about. The sections say which is which.

1. If you are a publican using Brilliant

We collect and use:

Your account details: email address, pub name, postcode, and the site address you choose. Used to run your account and send you service email. Lawful basis: performance of our contract with you.
The content you add: descriptions, opening hours, menus, events, questions and answers, what is on tap, and photos you upload. Used to build and host your site. Lawful basis: performance of our contract.
Billing information: handled entirely by Stripe. We hold a Stripe customer reference and your subscription status. We never see or store your card number. Lawful basis: performance of our contract and our legal obligation to keep accounting records.
Public business information about your pub from your Google Business Profile listing and our own pub database, The Guinndex, used to pre-fill your site so you do not have to type it. Lawful basis: our legitimate interest in providing a service that works without setup.

2. If you speak to a pub's AI assistant

Some pubs use an AI assistant that answers questions by voice, on their website or by phone. This section is for you as a caller, not for the pub.

Every call opens by telling you it is recorded. If you would rather not be recorded, hang up and contact the pub directly by phone or email; you will not be treated any differently.
We store a recording reference, a written transcript, and a short summary of the conversation, along with which pub it was about. Please do not share payment details, health information or other sensitive information with the assistant; it does not need any of it.
We use it for two things: to let the pub see what customers are asking, and to draft new answers to common questions so the assistant answers better next time. We do not use it to build a profile of you and we do not sell it.
Lawful basis: our legitimate interest, and the pub's, in running and improving a customer service line, balanced against your privacy by telling you up front, keeping recordings for a limited time, and never using them for marketing to you.
We keep call transcripts and recordings for 12 months, then delete them. You can ask us to delete yours sooner at hello@brilliant.pub; tell us the pub and roughly when you called so we can find it.

3. If you are a pub we hold information about

We maintain a database of pubs and bars built from publicly available sources: Google Business Profile listings, pubs' own public websites, and public licensing records. It holds business information such as the pub's name, address, opening hours, phone number, website and a publicly published business email address. Where a business email is a personal name at the pub's domain it can also be personal data, which is why it is covered here.

We use it to run The Guinndex, to build preview sites, and to contact pubs about Brilliant. Lawful basis: our legitimate interest in offering a relevant service to a business in our sector. Every email we send you says who we are and offers a one-click way to stop hearing from us, and we honour that permanently. If you would rather not be in the database at all, email us and we will remove you.

A preview site built for a pub that has not signed up is kept out of search engines and carries no advertising. If you want your preview taken down, email us and we will remove it.

4. If you sign up for emails on a pub's website

Pubs on Brilliant can put a sign-up form on their own site. It has two separate boxes and both start empty. They are different lists run by different senders, and you can take one, both or neither.

If you tick	Who emails you	About what
The pub	That pub, using Brilliant to send it	News, events and offers from that one pub
The Guinndex	Prime Directive AI Ltd, as The Guinndex	Recommendations from our independent pub guide, and occasionally other things we make for people who like good pubs. The pub never receives this list.

We record your email, your name if you gave one, which boxes you ticked, the exact wording you agreed to, the page you signed up on, and the time. That record is how we can demonstrate your consent was genuine.

You are added as soon as you tick the box, and a welcome email goes out straight away. Every email we send, including that one, carries a one-click unsubscribe that needs no login, so if somebody else entered your address you can remove it immediately. You can leave one list while staying on the other. If you unsubscribe from everything we keep your address on a suppression list, purely so that nothing can add you back.

Lawful basis: your consent, withdrawable at any time. We keep you on a list until you leave it.

5. Cookies and analytics

Our hosting provider, Cloudflare, processes standard request information such as IP address and browser type to serve pages and protect the service from abuse. Lawful basis: our legitimate interest in a secure, working service.

On brilliant.pub:

What	Does it store anything on your device?	Your permission	How long
Sign-in cookie	Yes. It is what keeps you logged in; the service cannot work without it.	Not needed: strictly necessary	14 days
Cloudflare Web Analytics	No. Cookieless, stores nothing, cannot identify you or follow you to other sites.	Not needed. Basis: legitimate interests	Aggregated only
Google Analytics 4	It loads on every page but starts switched off. Until you say yes it sets no cookies and sends only anonymous, aggregated signals with your IP address truncated. If you say yes, it sets `_ga` and `_ga_*` cookies.	Only with your consent	Typically 2 years once accepted; reports kept 14 months

Saying no is one click and costs you nothing. If your browser sends a Global Privacy Control signal we treat that as a no and never ask. Your choice is stored in your browser under brilliant_consent, which is not a cookie and never leaves your device. You can change your mind at any time:

We never turn on Google signals, advertising features or remarketing, on this site or on any pub's site.

On a pub's own site (an address like yourpub.brilliant.pub, or the pub's own domain) the same approach applies, and each pub site carries its own privacy notice, its own terms and its own cookie choice, under the pub's name.

6. Who we share data with

We do not sell personal data. We use these processors to run the service, each under a data processing agreement:

Who	What for
Cloudflare	Hosting, content delivery and security
Supabase	Database and file storage
Stripe	Payments and billing
Resend	Sending service email
Google	Business email for our own team, public listing data, and Google Analytics on brilliant.pub where you have consented
ElevenLabs	Voice assistant conversations and transcripts
Anthropic	Reading photographed menus, and drafting answers from call transcripts

Some of these are based outside the UK, mainly in the United States. Where data leaves the UK we rely on the UK International Data Transfer Addendum to the EU Standard Contractual Clauses, or an adequacy decision where one applies. We may also disclose information where the law requires it.

7. How long we keep things

What	How long
Your account and site content	While your account is open, then 90 days after your subscription ends in case you come back, then deleted
Call transcripts and recordings	12 months
Billing and accounting records	7 years, as UK tax law requires
Pub business information in our database	While the pub trades, unless you ask us to remove it
Mailing list subscriptions	Until you unsubscribe. If you unsubscribe from everything, we keep the address alone on a suppression list so nothing can add you back.

8. Your rights

Under UK data protection law you can ask us to give you a copy of your data, correct it, delete it, restrict how we use it, or send it to another provider. Where we rely on legitimate interests, you can object and we will stop unless we have compelling grounds not to. Exercising any of these is free and you do not need a reason: email hello@brilliant.pub.

If you are not happy with how we have handled your data you can complain to the Information Commissioner's Office at ico.org.uk/make-a-complaint or on 0303 123 1113. We would rather you told us first so we can put it right.

9. Children

Brilliant is a service for businesses and is not directed at children. We do not knowingly collect data about anyone under 13.

10. Changes

If we make a material change to this policy we will email account holders before it takes effect, and the date at the top will change.