Applied Thinking is committed to protecting your personal information.

Last updated 17 October 2026

MPWS & CO trading as Applied Thinking, ABN 96 627 126 934, makes Seth, an AI sales and marketing manager who works inside ChatGPT and Claude. This policy explains what we collect, why, who we share it with and how you control it. We follow the Australian Privacy Principles in the Privacy Act 1988.

The short version

• Seth keeps a business file about your business. You can see it, change it, download it or delete it at any time.

• Seth does not keep the messages you write or paste into ChatGPT or Claude. When you type @Seth, your message stays in your chat.

• We never sell your information, and we never use your content to train AI models.

What we collect

Your account. Your name, email address and sign in details, so you can use Seth and we can contact you about your account.

Your payments. Stripe handles your card. We see your plan, your payment status and the dates of your free start and renewals. We never see or store your card number.

Your business file. What you agree Seth should keep: what you offer, who your customers are and how you sound. Seth also keeps your direction, which is how he leans when he writes for you, worked out from your swipes; up to ten proof points you choose; and your setup answers, such as your industry, the size of your business and who you sell to. Nothing goes into this file unless you agree to it.

Your free review. If you take the free review on our website, we keep your setup answers, your swipe choices, the kind of message you asked about, what Seth wrote back, and your email address if you give it. We also keep a random link so you can share the review. We do not keep the draft you paste. It goes to OpenAI once so Seth can write his review, and is gone when he has finished. A review with no email address is deleted after 30 days, and one with an email address after 90 days. If you sign up, your review stays with your account.

Your setup reading. If you give Seth a web page address or a text file during setup, we read it once, send the text to OpenAI once, and keep only the suggestions you tick. We do not keep the page or the file.

How you use Seth. One record each time Seth is used: when, which of his four jobs, which version of his instructions, and whether it was ChatGPT or Claude. These records hold nothing you wrote. You can switch this breakdown off in your settings, and Seth then keeps only the count and the time.

What we don't collect

The messages you write or paste into ChatGPT or Claude stay there. When you type @Seth, your chat asks our server for Seth's instructions and your business file, and that request carries nothing you wrote. Our records have no space for free text, so your messages cannot reach them even by mistake. The thinking happens in your own ChatGPT or Claude account, under their privacy policies.

Why we use it

• To provide Seth and your business file.

• To manage your subscription and payments.

• To send you account emails, and marketing emails if you agreed to them. You can unsubscribe from marketing at any time.

• To keep Seth secure and fix problems.

• To improve Seth, using the usage records above. We never look at your business file unless you ask us to.

Who we share it with

We share only what each service needs to do its job.

• Render hosts Seth and your business file, in Singapore.

• Stripe handles payments, in the United States.

• WorkOS handles sign in, in the United States.

• Klaviyo sends account and marketing emails, in the United States. It receives your email address and a few words about your setup, never your business file.

• OpenAI writes the free review and reads your setup page or file, once each, in the United States. OpenAI does not use these requests to train its models.

• monday.com holds our customer records, in the United States.

• Zapier connects these services, in the United States.

• OpenAI and Anthropic run ChatGPT and Claude, where you use Seth, under their own privacy policies.

Because some of these services store information outside Australia, your information may be held in the United States and Singapore. We choose services with strong security and privacy protections.

We will disclose information if the law requires it.

Your choices

• See and change it. Your business file is in your Seth account. Edit it whenever you like.

• Download it. Download your business file at any time, as a document or as data.

• Delete it. Deleting your business file removes it from Seth at once. Copies in our backups are removed within 90 days.

• Switch off the breakdown. Turn off the usage breakdown in your settings, and Seth keeps only counts and times.

• Disconnect. Remove Seth from ChatGPT or Claude at any time in their settings.

• Close your account. Cancel from your account page, then email us to delete your account.

How long we keep it

We keep your business file while your subscription is active. If you cancel, we keep it for up to 90 days in case you come back, then delete it. Payment records are kept for five years, as Australian tax law requires.

Security

Your information is encrypted when it travels between you and Seth, and when it is stored. Your business file is only ever served to your own account, and we test this every time we change Seth. Applied Thinking can see your business file only through our admin console, and every admin action is logged.

Children

Seth is for businesses and people aged 18 and over.

Questions or complaints

Email admin@appliedthinking.com.au. We will reply within 30 days. If you are not happy with our answer, you can contact the Office of the Australian Information Commissioner at oaic.gov.au.

Changes

If we change this policy in a way that affects you, we will email you before the change takes effect.