Intelligence Policy

Merba uses artificial intelligence in four distinct areas: video ad creation, market intelligence analysis, the Knowledge & Intelligence panel (your Signals, Rivals, Stats, and Creative History workspace tabs), and Campaign Studio marketing assets. Each is described below. AI is never used to make decisions about your clients, your bookings, your charting, your invoices, or your financial transactions.

Sensitive operational records in Merba stay in protected product workflows: authenticated storage, tenant scoping, booking logic, charting, approvals, invoices, exports, notifications, and payment-metadata routing. Intelligence and media features are separate and use bounded business context plus user-directed or user-approved prompts.

Tenant-specific intelligence features operate in a sovereign loop: data generated through your activity on Merba is processed and returned to you as insight for your business. Your data is not sold and is not shared with other businesses.

Merba's knowledge infrastructure, market-analysis methods, taxonomies, prompts, orchestration, production-brief compilers, creative quality controls, and provider-routing logic are proprietary to Merba. Third-party AI models and agents are replaceable processors inside that Merba-owned system. Any provider, model, or agent change remains subject to the data limits described in this policy.

Merba may use de-identified, aggregated, or derived operational and quality signals to improve that proprietary infrastructure, learn market/category patterns, improve creative QA, and make the product better. Those improvement signals do not include client identifiers, chart notes, payment card details, clinical data, or cross-tenant disclosure of another business's private records.

When you request a video ad, Merba’s intelligence workflow runs entirely on Merba’s infrastructure inside an isolated Merba-controlled runtime. It does not connect to the internet on your behalf or access third-party services beyond those listed in Section 7.

Market Intelligence researches your local competitive landscape and identifies pricing gaps, positioning opportunities, and market context for your business category.

The Signals, Rivals, Stats, and Creative History tabs in your workspace are populated from your business intelligence data — the structured record Merba builds as you use intelligence features. This is not a generic content feed. Everything shown is derived from what Merba has learned specifically about your business, your market, and your category.

Campaign Studio helps you plan and prepare selected marketing assets, such as premium videos, product images, product motion, campaign images, and multi-shot creative concepts. It uses your selected offering, your saved business profile, your services or products, your brand assets, your instructions, and bounded campaign context.

✓ = used   ✗ = not transmitted to internal AI providers for that feature   — = not applicable   On request = used only when the requested output needs it   Aggregate only = counts or segments, not identifiable client records.

Merba uses third-party providers for selected intelligence, media, hosting, storage, communication, payment, and integration functions. The Subprocessor Register is the canonical place for provider detail; contractual and security documentation is available upon request where appropriate.

• Video ads: Stored with your account until you delete them or they are removed under Merba’s normal cleanup lifecycle.
• Market intelligence: Stored in your account until you delete it or close your account.
• Business intelligence taxonomy: A structured record of facts Merba has learned about your business through intelligence sessions — your service and pricing profile, market positioning observations, creative history, and strategic notes. It contains no client identifiers, appointment records, payment data, or health information. It accumulates over time and is stored in your account. You can request deletion at any time by emailing privacy@merba.app.
• Campaign Studio assets and drafts: Stored with your account to support review, download, reuse, support, and auditability until deleted or removed under Merba's normal storage lifecycle.
• De-identified learning signals: Aggregated or derived operational, quality, failure-mode, creative-pattern, category, and market signals may be retained to improve Merba's proprietary intelligence infrastructure. These signals are separated from client identifiers, chart notes, payment card details, and clinical data.
• Credit ledger: Transaction records (credits issued, credits consumed, timestamps) are retained for billing and dispute resolution for 7 years per Canadian tax law.

Merba does not use your personal data, client data, chart notes, health records, or payment data to train third-party foundation models.

Merba may use de-identified, aggregated, or derived operational and quality signals to improve Merba-owned prompts, taxonomies, QA systems, production-brief compilers, provider routing, and product behavior. This is internal product improvement, not training a third-party foundation model on your client data.

Provider data-use terms vary by provider and configuration. Merba does not authorize providers to use submitted personal data, chart notes, health records, or payment data to train third-party foundation models. Specific provider terms are available upon request.

Approved AI providers process requests under their respective commercial or API terms. Current AI and media provider categories are summarized in the Subprocessor Register; detailed data-processing terms are available upon request where appropriate.

• All AI-generated video ads are delivered to you for review before they are published anywhere. Merba never publishes on your behalf without your explicit approval.
• Market intelligence output is advisory only. Pricing and strategic decisions remain entirely yours.
• Merba’s developer reviews platform-level AI behavior and maintains quality controls over the intelligence workflow.

• AI-generated market analysis is based on publicly available information and may be incomplete or out of date. It is not a substitute for professional market research.
• AI-generated advertisements are creative works. Review them for accuracy, brand alignment, and compliance with advertising standards before publishing.
• Intelligence features are dependent on the availability of configured third-party services. Service interruptions at those providers may temporarily affect feature availability.

Under Canada’s Personal Information Protection and Electronic Documents Act (PIPEDA), you have the right to:

• Access: Request a copy of the personal information Merba holds about you, including your credit history and business intelligence data.
• Correction: Request correction of inaccurate personal information.
• Deletion: Request deletion of your account and associated data. Intelligence data, business taxonomy, and market analysis are deleted within 30 days of account closure. Credit transaction records required for tax purposes are retained for 7 years.
• Withdrawal of consent: You may withdraw consent for intelligence features at any time by discontinuing use of those features. Credits consumed are non-refundable once a session has started.
• Complaints: You may lodge a complaint with the Office of the Privacy Commissioner of Canada at priv.gc.ca.

For questions about how Merba uses artificial intelligence or to exercise your privacy rights: