The Legal Stuff
Sam’s Privacy Policy
Sam’s Privacy Policy
PRIVACY POLICY
Your privacy matters.
This Privacy Policy explains how d-labs collects, uses, holds and protects personal information when you interact with d-labs, Sam and our related services.
Last updated: 20th of August 2026
1. About this Privacy Policy
d-labs Pty Ltd ("d-labs", "we", "us" or "our") respects your privacy and believes personal information should only be collected and used for clear and legitimate purposes.
This Privacy Policy applies when you interact with d-labs through Sam, our website, demonstrations, enquiries, events, subscriptions, support activities and other business communications.
Where applicable, we handle personal information in accordance with the Privacy Act 1988 (Cth) and the Australian Privacy Principles.
An APP Privacy Policy should explain what personal information an organisation collects, why it collects and uses it, how individuals can access or correct their information, how complaints can be made and whether information is likely to be disclosed overseas.
2. Our approach to privacy
Our approach is simple:
We collect only the personal information we reasonably need to provide our services and maintain our relationship with you.
We do not sell personal information.
We do not use personal information to create advertising profiles.
We do not sell or provide personal information to third parties for their own marketing purposes.
We do not use information submitted to Sam to train AI models.
3. Personal information we may collect
Depending on your relationship with d-labs, we may collect:
your name;
work email address;
telephone number;
organisation;
position or job title;
account and subscription information;
billing and transaction information;
correspondence with d-labs;
enquiries, support requests and feedback; and
information you choose to provide when completing a form or communicating with us.
Our website hosting and technology providers may also process limited technical information required to deliver and secure their services, such as IP addresses, device information and system logs.
We do not intentionally collect sensitive personal information and ask that you do not provide it unless there is a legitimate reason to do so.
4. How we collect personal information
We generally collect personal information directly from you when you:
contact d-labs;
request information or a demonstration;
join the Development Partner Program;
establish or use a Sam account;
purchase or administer a subscription;
request support;
attend an event or interact with our team; or
otherwise choose to communicate with us.
We may also receive business contact information from your organisation where it establishes or administers Sam access on your behalf.
5. How we use personal information
We use personal information only where reasonably necessary to operate our business and provide our services.
This may include using information to:
identify you and your organisation;
establish and administer your Sam account;
provide Sam and related services;
communicate with you about your account or subscription;
provide support and respond to enquiries;
issue invoices and administer billing;
provide relevant product, service and security updates;
maintain appropriate business records;
improve our service based on feedback provided to us; and
meet legal, regulatory and contractual obligations.
We will not use personal information for an unrelated purpose unless you have agreed to that use or it is otherwise permitted or required by law.
APP 6 generally requires personal information to be used or disclosed for the purpose for which it was collected unless an applicable exception permits a secondary use.
6. Communications and updates
If you are a customer, prospective customer or have asked to hear from us, we may contact you about Sam, d-labs services, product updates, events or other information we reasonably believe is relevant to your relationship with us.
You can ask us to stop sending marketing communications at any time.
Service-related communications — for example security notifications, billing information or significant changes affecting your Sam account — may still be sent where necessary.
Australian privacy guidance requires organisations engaging in direct marketing in relevant circumstances to provide a simple means of opting out.
7. Information you provide to Sam
Sam is designed to support confidential professional R&D work.
Prompts, formulations, technical information and other content submitted to Sam are processed for the purpose of generating the response or functionality requested by the user.
d-labs does not use Sam prompts, formulations or generated responses to train AI models, create marketing profiles or provide information to other Sam customers.
Sam uses OpenAI models hosted within Microsoft's Azure environment. Microsoft states that prompts and completions submitted to these Azure-hosted models are not available to OpenAI or other customers and are not used to train generative AI foundation models without the customer's permission or instruction.
d-labs intends Sam to operate without retaining your conversation content in d-labs systems after it is required to provide the requested service.
Microsoft Azure may separately undertake automated safety and abuse monitoring. In limited circumstances, content identified by Microsoft systems may be retained within Microsoft's Azure service boundary for review in accordance with Microsoft's service arrangements.
We will configure Sam and its supporting services with the objective of minimising unnecessary data retention.
8. Your organisation's confidential information
Information provided to Sam may contain proprietary formulations, technical knowledge or other confidential business information.
Your organisation retains ownership of its pre-existing formulations, data, know-how and intellectual property.
d-labs does not claim ownership of your organisation's confidential information simply because it is submitted to Sam.
Additional confidentiality and intellectual-property arrangements may be contained in your organisation's agreement with d-labs.
9. Service providers
We use selected service providers where necessary to operate our business and services.
These currently include:
Squarespace — website hosting and related website services.
HubSpot — customer relationship management, customer communication and related business administration.
Microsoft Azure — infrastructure and AI processing used to provide Sam.
These organisations may process information on our behalf in accordance with their applicable contractual and privacy arrangements.
HubSpot offers an Australian hosting region in Sydney, although its Data Processing Agreement also provides for global access and processing where necessary to provide its services. Squarespace also uses international infrastructure and data-transfer arrangements.
10. Overseas processing
Some technology providers or their subprocessors may process personal information outside Australia, including in the United States and other jurisdictions in which those providers operate.
Where applicable, we take reasonable steps to ensure that overseas handling of personal information is consistent with our applicable privacy obligations.
We will review this section as our technology arrangements develop and provide more specific information where reasonably practicable.
11. Security
We take reasonable administrative, technical and organisational measures intended to protect personal information against misuse, interference, loss and unauthorised access, modification or disclosure.
No internet-connected service can guarantee absolute security.
You are also responsible for maintaining the confidentiality of your Sam login credentials and for notifying us if you believe an account has been compromised.
APP 11 requires covered entities to take reasonable steps to protect personal information they hold.
12. How long we retain personal information
We retain personal information only for as long as it is reasonably required to:
provide and administer our services;
maintain our relationship with you or your organisation;
administer billing;
maintain appropriate business records; or
satisfy legal, accounting or regulatory requirements.
When information is no longer reasonably required, we will take appropriate steps to delete or de-identify it, subject to applicable legal requirements.
This retention of business contact and account information is separate from Sam conversation content, which d-labs does not intend to retain.
13. Accessing or correcting your information
You may ask us what personal information we hold about you and request access to it.
You may also ask us to correct information that you believe is inaccurate, incomplete or out of date.
Please contact:
We will respond within a reasonable period and may need to verify your identity before providing access or making a correction.
14. Privacy concerns or complaints
If you have a concern about how we have handled your personal information, please contact:
Please include enough information for us to understand and investigate your concern.
We will review the matter and respond within a reasonable period.
If you remain dissatisfied, you may have the right to make a complaint to the Office of the Australian Information Commissioner.
15. Cookies
Our website currently uses cookies and related technologies required for basic website operation.
We do not currently intend to use advertising cookies or behavioural tracking technologies for marketing or profiling.
More information is available in our Cookie Policy.
16. Changes to this Privacy Policy
We may update this Privacy Policy as Sam, our services or applicable requirements change.
The latest version will always be available on our website and will show the date on which it was last updated.