Privacy Policy

1. Who We Are

Purity AI is provided by Optimum Labs Pty Ltd, ACN 692 118 764, ABN 60 692 118 764. We provide AI-powered website chat assistants to dental, allied health, and medical imaging practices in Australia.

2. What the Chat Assistant Does

The Purity AI chat assistant is a website widget that answers general questions about a clinic, including:

• Services offered and approximate pricing
• Operating hours and location
• Parking, accessibility, and what to bring
• Insurance, Medicare, WorkCover, NDIS, and DVA coverage (where applicable)
• Frequently asked questions provided by the clinic

For appointment bookings, changes, or cancellations, the assistant directs users to the clinic's online booking page or asks them to call the clinic directly.

3. What the Chat Assistant Does NOT Do

The chat assistant is designed to minimise data collection. It does not:

• Collect names, phone numbers, email addresses, dates of birth, or any other identifying information
• Collect Medicare numbers, insurance details, or payment information
• Collect or process clinical information, symptoms, medical history, or medications
• Provide medical advice, diagnose conditions, or interpret test results
• Store conversation history beyond the current browser session
• Use cookies or browser tracking
• Forward conversations to the clinic by email or any other channel

4. How Conversations Are Processed

When a user sends a message, the message is transmitted in real time to a third-party AI service provider (Anthropic, US-based) for the sole purpose of generating a response. Anthropic does not use API-submitted data to train its models. The AI response is returned to the user and displayed in the chat window. No copy of the conversation is retained by Purity AI.

For details on Anthropic's data handling, see anthropic.com/policies.

5. Information Provided by Healthcare Practices

Each clinic provides Purity AI with publicly available information about their practice — clinic name, address, phone number, operating hours, services, pricing, and FAQ content. This information is configured into the chat assistant so it can answer patient questions accurately. It is not personal information about any individual.

6. Operational Data

To prevent abuse and ensure service availability, the system temporarily processes the following technical information:

• Rate limiting: A short-term counter is kept in memory to limit how many messages a single visitor can send per hour. The visitor's IP address is used only to identify the counter and is not stored or logged.
• Token usage: A daily total of AI tokens consumed across the service is tracked for cost control. No per-user data is included.

These counters expire automatically and are not linked to any individual.

7. What Happens When You Click the Booking Link

If you choose to make a booking, the chat assistant will direct you to the clinic's online booking page. Once you leave the chat and reach the booking page, you are interacting with the clinic's own systems, governed by the clinic's own privacy policy. Purity AI is not involved in collecting, processing, or storing any information you submit on the clinic's booking page.

8. Clinical and Health Information

The chat assistant is not designed to handle clinical or health information. If a user volunteers clinical details (symptoms, conditions, medications), the assistant will not engage with that information and will direct the user to call the clinic or seek medical advice from their referring doctor. In a medical emergency, the assistant directs users to call 000 or attend their nearest emergency department.

9. Business Contact Information

Separately from the chat assistant, we collect business contact information when you interact with us directly. This includes information you provide through our website enquiry forms (such as your name, role, email address, phone number, practice name, and practice details), and contact details provided to our team during in-person or phone conversations.

We use this information to respond to your enquiry, provide quotes and proposals, deliver our services, and — where relevant — send you information about Purity AI products and offers. You can opt out of marketing communications at any time using the unsubscribe link in any marketing email, or by contacting us at info@purityai.io. Opting out of marketing does not affect communications necessary to deliver services you have engaged us for.

We do not sell, rent, or trade your business contact information. It is shared only with the third-party service providers we use to operate (such as email and form-processing services) and only as necessary to communicate with you.

10. Data Storage and Security

Because the chat assistant does not store conversations, there is no patient data held at rest by Purity AI. The infrastructure used to deliver the service (Cloudflare Workers and Cloudflare KV) is hosted in the Asia-Pacific region and uses encrypted connections (HTTPS/TLS) for all communications. API keys and credentials are stored in encrypted environments with restricted access.

11. Your Rights Under the Australian Privacy Principles

Because we do not collect or store personal information through the chat assistant, there is generally no personal data for us to access, correct, or delete. If you believe we hold information about you, you may contact us at info@purityai.io and we will respond within 30 days.

12. Information Sharing

We do not sell, rent, or share information with third parties for marketing or commercial purposes. Information is shared only with:

• Anthropic (US-based) for real-time AI processing of chat messages, with no retention.
• Cloudflare (Asia-Pacific region) for hosting the chat infrastructure.
• Law enforcement or regulatory bodies if required by law.

13. Changes to This Policy

We may update this Privacy Policy from time to time. The updated version will be posted on purityai.io with the revised date.

14. Complaints

If you believe we have breached the Australian Privacy Principles, please contact us at jiwoongkang@purityai.io and we will investigate and respond within 30 days. If you are not satisfied with our response, you may lodge a complaint with the Office of the Australian Information Commissioner (OAIC) at oaic.gov.au.

15. Contact