First published 30 August 2026. Covers calls made from March 2026 onward. This page is the privacy notice for the people who answer when we ring. The privacy policy covers the website.
Prime Directive AI Ltd, a company registered in England and Wales, company number 16551401, registered office 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ, is the data controller. Contact privacy@guinndex.ai.
Our data protection contact is Matt Cortland, director, at the address above. We are appointing a representative in the EU under Article 27 of the GDPR for people in the Republic of Ireland and will name them here; until then, contact us directly.
The Guinndex publishes the price of a pint of Guinness at licensed premises across the island of Ireland. To collect prices we telephone premises at the business number in their public listing and ask one question: what a pint costs. The caller is an AI voice agent. We are not making price calls at present; any future call will open with the agent saying it is an AI. Calls last under a minute, are made within listed opening hours, and nothing is sold, offered or promoted on any call. We do not use anything learned on a call to market anything to the premises we called.
The price is a fact about a business and is published on this site. The voice and words of the person who answers are their personal data, and where a premises is run by a sole trader, so is the phone number. That is the data this notice covers. Alongside the price we keep the date, whether a person answered, how confident we are in the price, and the outcome of the call.
Calls are recorded and transcribed so that the price can be checked and the agent's conduct can be audited. We keep the recordings and transcripts for that purpose. We do not publish them, or the words of the person who answered, and you can ask us to delete the recording of a call to your premises.
Republic of Ireland: Article 6(1)(f) of the GDPR, our legitimate interest in producing a free, accurate, national price index that no official body publishes, balanced against a call of under a minute to a business line asking a question any customer could ask, which can be refused.
Northern Ireland: Article 6(1)(f) of the UK GDPR on the same basis.
These are consumer price research calls, not marketing calls, so the rules on marketing calls (regulation 21 of the UK Privacy and Electronic Communications Regulations, and regulation 13 of S.I. 336/2011 in Ireland) do not apply. We honour every request not to be called regardless.
Any future call will open with the agent saying it is an AI, in both jurisdictions, and the agent is instructed never to claim to be a person. If asked who it is calling for, it says The Guinndex. The short verification call made when someone claims a pub page on this site is also made by the AI agent, which introduces itself as Rachel from The Guinndex.
ElevenLabs (the voice agent, recording and transcription), Twilio (telephony), Anthropic (extracting the price from the transcript) and Supabase (storage). We do not sell or share call data.
If you run or work at a pub and do not want us to ring it, email privacy@guinndex.ai with the pub's name, or say so on the call. The number goes on our permanent do-not-call list within one working day, the request applies to every project we run, and our calling systems refuse the number from then on.
You can ask what we hold about a call, ask us to correct or delete it, and object to the processing, by emailing privacy@guinndex.ai. You can complain to the Data Protection Commission (dataprotection.ie) or the UK Information Commissioner's Office (ico.org.uk).