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    Rising Tide AIRising Tide AI

    Privacy Policy

    Rising Tide AI, Inc.

    Last updated: May 2026

    1. Introduction

    Rising Tide AI, Inc. ("Rising Tide AI," "we," "us," or "our") is a Delaware corporation that provides AI-powered dynamic pricing software and related services for tour and activity operators. This Privacy Policy describes how we collect, use, disclose, and protect personal information when you visit rtideai.com (the "Website"), use either of our software-as-a-service platforms (the "Service"), or otherwise interact with and provide data to us.

    By using the Website or Service, you agree to this Privacy Policy. If you do not agree, please do not use the Website or Service.

    2. Who This Policy Applies To

    This Policy applies to:

    • Visitors to our Website
    • Paid, Trial, and Beta customers who provide access to their sales data
    • Customers (tour and activity operators) who subscribe to the Service
    • Authorized users who access the Service on behalf of a Customer
    • End consumers whose booking and pricing data is processed through our Service on behalf of our Customers

    For end-consumer data processed on behalf of our Customers, Rising Tide AI generally acts as a data processor (or "service provider" under California law). The Customer is the controller of that data and their privacy policy governs the consumer relationship.

    3. Information We Collect

    3.1 Information You Provide

    • Account and contact information: name, business name, email address, phone number, billing address, and role/title when you create an account, request a demo, or contact us.
    • Payment information: billing details processed through our payment processor. We do not store full payment card numbers on our systems.
    • Communications: the content of emails, support tickets, sales conversations, and other messages you send us.
    • Marketing preferences: subscription status for newsletters and updates.

    3.2 Information Collected Automatically

    • Usage data: pages viewed, features used, clicks, session duration, and similar interaction data.
    • Device and log data: IP address, browser type and version, operating system, device identifiers, referring URLs, and timestamps.
    • Cookies and similar technologies: we use cookies, pixels, and local storage. See Section 9 for details.

    3.3 Information from Customer Integrations

    When a Customer connects Rising Tide AI to a booking platform (such as Rezdy, FareHarbor, Bokun, Peek, Checkfront, or similar systems), we receive operational data necessary to provide pricing recommendations. This typically includes:

    • Tour/activity inventory, schedules, and capacity
    • Historical and current booking records, including dates, prices, and quantities
    • Aggregate demand and conversion metrics
    • Limited consumer-level booking data (e.g., booking timestamp, party size, channel) to the extent needed for pricing models

    We minimize the collection of directly identifying consumer information and do not require it to operate the Service.

    3.4 Information from Third Parties

    • Analytics providers (e.g., Google Analytics, Mixpanel)
    • Marketing and enrichment partners
    • Public sources, such as business directories and social media
    • Authentication providers when you sign in via single sign-on

    4. How We Use Information

    We use information for the following purposes:

    • Provide, operate, and maintain the Service, including generating pricing recommendations and creating business dashboards for operators
    • Train, evaluate, and improve our pricing models on Customer data, in accordance with our Customer agreements
    • Authenticate users and secure accounts
    • Process payments and manage subscriptions
    • Communicate with you about the Service, including updates, security alerts, and support
    • Send marketing communications, where permitted, with the ability to opt out
    • Conduct analytics and research to improve the Website and Service
    • Detect, prevent, and respond to fraud, abuse, and security incidents
    • Comply with legal obligations and enforce our Terms of Service

    5. Legal Bases for Processing (EEA, UK, and Switzerland)

    If you are located in the European Economic Area, the United Kingdom, or Switzerland, we process personal data under the following legal bases of the GDPR or UK GDPR:

    • Contract: to provide the Service you or your employer has requested.
    • Legitimate interests: to operate, secure, and improve our business, where not overridden by your rights.
    • Consent: for marketing communications and certain cookies, where required.
    • Legal obligation: to comply with applicable laws.

    You may withdraw consent at any time without affecting the lawfulness of prior processing.

    6. How We Share Information

    We do not sell personal information. We share information only as described below:

    • Service providers: cloud hosting, analytics, email delivery, customer support, and payment processing vendors that act on our instructions and are contractually bound to protect the information.
    • Booking platform integrations: with platforms such as Rezdy, FareHarbor, Bokun, and Peek to the extent necessary to provide the Service to a Customer.
    • Business transfers: in connection with a merger, acquisition, financing, or sale of assets, subject to standard confidentiality protections.
    • Legal and safety: where required by law, subpoena, or court order, or to protect the rights, property, or safety of Rising Tide AI, our Customers, or others.
    • With your direction: when you instruct us to share information, including with integration partners you authorize.

    Aggregated or de-identified data that cannot reasonably be used to identify an individual may be used and shared without restriction.

    7. International Data Transfers

    Rising Tide AI is based in the United States and processes information there. If you access the Service from outside the United States, your information will be transferred to, stored, and processed in the United States or other jurisdictions where we or our service providers operate. Where required, we rely on appropriate transfer mechanisms such as the EU Standard Contractual Clauses and the UK International Data Transfer Addendum.

    8. Data Retention

    The Company will process all Data only as long as is necessary to implement, administer and manage or to comply with legal or regulatory obligations.

    8.1 Data Retention Personal Information

    We retain personal information for as long as needed to provide the Service, comply with legal obligations, resolve disputes, and enforce agreements. Specific retention periods depend on the type of data, the purpose of processing, and applicable legal requirements. When information is no longer needed, we delete or de-identify it.

    8.2 Data Retention - Machine Learning and Model Training

    Notwithstanding any other provision regarding data deletion or retention herein, Customer acknowledges and agrees that Company may retain, use, and process data, telemetry, and information collected or received during Customer Integrations ("Integration Data") for the purpose of training, developing, improving, and optimizing Company's machine learning, artificial intelligence, and algorithmic models. Customer acknowledges that Integration Data, once ingested or incorporated into Company’s systems and machine learning models, becomes an integral part of the underlying models and cannot be extracted, isolated, deleted, or removed from consideration. Accordingly, Customer grants Company a perpetual, irrevocable, royalty-free, worldwide license to retain and utilize such Integration Data as embedded within or used by such models.

    9. Cookies and Analytics

    We use first-party and third-party cookies and similar technologies to operate the Website, remember preferences, analyze usage, and support marketing. Categories include:

    • Strictly necessary cookies, required for core functionality
    • Performance and analytics cookies (e.g., Google Analytics, Mixpanel)
    • Functional cookies that remember preferences
    • Marketing cookies, where applicable

    You can control cookies through your browser settings or, where presented, through our cookie consent banner. Blocking some cookies may affect Website functionality.

    10. Your Privacy Rights

    10.1 General Rights

    Subject to applicable law, you may have the right to:

    • Access the personal information we hold about you
    • Correct inaccurate or incomplete information
    • Delete personal information
    • Restrict or object to certain processing
    • Receive a portable copy of your information
    • Withdraw consent where processing relies on consent
    • Lodge a complaint with a supervisory authority

    To exercise these rights, email aloha@rtide.ai. We will verify your identity before responding and will respond within the timeframes required by applicable law.

    10.2 California Residents (CCPA / CPRA)

    California residents have additional rights under the California Consumer Privacy Act, as amended by the CPRA, including:

    • The right to know what personal information we collect, use, disclose, and sell or share
    • The right to delete personal information, subject to exceptions
    • The right to correct inaccurate personal information
    • The right to opt out of the sale or sharing of personal information
    • The right to limit the use of sensitive personal information
    • The right to non-discrimination for exercising your rights

    Rising Tide AI does not sell personal information and does not share personal information for cross-context behavioral advertising as those terms are defined under the CCPA. To exercise your rights, email aloha@rtide.ai or use the contact information in Section 14. You may designate an authorized agent to make a request on your behalf.

    10.3 EEA, UK, and Swiss Residents

    In addition to the rights above, you may contact your local data protection authority if you believe our processing infringes applicable law.

    11. Security

    We implement reasonable administrative, technical, and physical safeguards designed to protect personal information, including encryption in transit, access controls, and secure cloud infrastructure. No system is perfectly secure, and we cannot guarantee absolute security. You are responsible for keeping your account credentials confidential.

    12. Children's Privacy

    The Website and Service are not directed to children under 16. We do not knowingly collect personal information from children. If you believe a child has provided personal information, please contact us so we can delete it.

    13. Changes to This Policy

    We may update this Privacy Policy from time to time. The "Last Updated" date at the top reflects the most recent revision. Material changes will be communicated through the Service, by email, or by posting a prominent notice on the Website. Continued use after the effective date constitutes acceptance of the updated Policy.

    14. Contact Us

    If you have questions about this Privacy Policy or our privacy practices, contact:

    Rising Tide AI, Inc.

    Email: aloha@rtide.ai

    Website: https://www.rtide.ai

    For EEA/UK inquiries, you may also contact our designated representative at the email address above.