AI transparency

How Custela uses AI

Custela measures what AI assistants say about you, and it also uses AI in some of its own features. This page shows where AI talks to you, what it writes for you and what you decide yourself.

Where AI talks to you

The Assistant in the app

  • The Assistant is an AI. Its answers are written by a language model and can be wrong.
  • Each message to the Assistant costs 1 credit.
  • It carries out an action that changes something only after you confirm it. On the action card you choose “Do it”, “Just advise me” or “Not now”.
  • If an action itself costs extra credits, the card tells you before you confirm. Automatic page analyses that the Assistant turns on for you spend credits just as they would if you had done it yourself. The weekly AI visibility measurement is included in your plan.
  • A receipt for each action shows what it actually did.

The “Ask the assistant” window

  • Next to your measurement results you can ask what they mean. The answer comes from AI, based on your measurements.
  • Here too, the answers are written by a language model and can be wrong.
  • Each message costs 1 credit. The conversation is saved in the Assistant’s history.

Where AI writes and suggests for you

These texts and suggestions aren’t answers from our measurements. They’re prepared by AI that Custela runs for you.

  • Content creation

    Articles are written by AI. Nothing is sent to your website automatically: you see the draft first and apply it yourself.

  • Analyses and suggestions

    In the page analysis, AI reads your page and writes what to improve. It’s not an answer from our measurements. AI also writes the competitor breakdown and suggests keywords and questions for measuring a segment.

  • Tasks

    Fixed rules decide whether a task appears. Recommendations from the page analysis are picked and written by AI, though, and for some tasks AI also prepares text or code to add to your site, such as questions and answers.

    How tasks are created is described on How we measure and create tasks.

  • The setup guide

    The guide you go through when you create an account speaks in pre-written sentences; it’s not a chat with AI. The categories it offers you may be suggested by AI from your website’s text, and you can edit them before saving.

For comparison

Answers from the assistants we measure

The answers from ChatGPT, Gemini and the other assistants we measure were written by those assistants, not by Custela. We show them as their answers, with the name of the assistant.

What you decide

What stays with you

  • We don’t send anything to your website automatically. You add text from Custela to your site, or whoever you send it to does.
  • The Assistant doesn’t change anything until you confirm the action.
  • You confirm the questions AI suggests for measuring a segment before they’re measured, and you can rewrite them.
  • Measurement results, tasks and suggestions from AI are not automated decisions with legal effects on you. They are input, and you decide what to do with them.

When you publish text from AI

You publish articles and other texts from Custela, and you decide their final form.

If you publish a text to inform the public on matters of public interest, the EU AI Act requires disclosing that it was generated or edited by AI. This doesn’t apply if the text went through human review or editorial control before publication and someone holds editorial responsibility for publishing it.

According to the European Commission’s guidelines, that review has to be a substantive check by someone who knows the subject, including checking the facts. Under the same guidelines, ordinary product descriptions and advertising without claims about health, safety or sustainability, for example, are not covered. This is information, not legal advice.

Personal data

Messages you write to the Assistant, and the texts AI works from, such as your page’s text or your note for an article, are sent to operators of language models in the USA so they can respond.

Conversations with the Assistant are stored with your account. You can delete them in the Assistant’s history. After your subscription ends, you can delete them together with your account in Settings, or ask us to.

Web page texts that AI reads, and answers from the assistants we measure, may contain personal data that appears in them.

Who we pass data to, how long we keep conversations with the Assistant and what rights you have are described in our Privacy Policy. It also explains how we handle personal data of people mentioned on the pages we read and in the answers, and how to object.

Have a question about how Custela uses AI? Write to us at info@custela.com.

This page describes how Custela uses AI. It is not a legal opinion or a statement of regulatory compliance.Updated