Terms of Service

Beta notice. These Terms apply to the Pictl beta. We are publishing them so beta testers have clear, written protection while the Service is still developing. They have been prepared internally and have not yet been reviewed by an external solicitor — final review will take place before general public launch. If you spot anything that looks wrong or unfair, please tell us at legal@pictl.ai.

Last updated: 28 May 2026

The short version

This summary is not legally binding — it's here to help you understand the key points before reading the full Terms. The full Terms below govern your use of the Service.

• Your stuff stays yours. We don't claim ownership of the Visuals you create, and we don't sell your personal data.
• Free plan = public. If you use the free plan, your Visuals appear on Explore (our public Discovery Layer) and may be indexed by search engines.
• Paid plans = private by default. Plus and Pro Visuals are private by default. You can choose to make individual Visuals public.
• Privacy survives a downgrade. If you create private Visuals on a Paid Tier and later downgrade, those Visuals stay private.
• AI-generated content is labelled. All Visuals are marked as AI-generated.
• You can leave any time. Export your content and cancel without penalty.
• You can appeal moderation decisions. Within six months of any action we take.

These Terms of Service ("Terms") govern your access to and use of Pictl, operated by Art Skool Ltd ("we", "us", "our"). By accessing or using the Service — including by browsing the Discovery Layer at pictl.ai/explore — you agree to be bound by these Terms. If you do not agree, do not use the Service.

We recommend reading these Terms alongside our Privacy Policy and Cookie Policy, which explain how we collect, use, and protect your personal data and how we use cookies and similar technologies.

1. Definitions

In these Terms, the following definitions apply unless the context requires otherwise:

"Content" means any visual explanation, image, text, prompt, or other material created, uploaded, or submitted through the Service.

"Discovery Layer" (presented to users as Explore) means the publicly accessible pages on pictl.ai where Public Content is displayed and indexed by search engines.

"Enterprise" means a custom Paid Tier designed for organisations, offering custom pricing, dedicated support, brand customisation, SSO integration, and other features negotiated under a separate Enterprise agreement.

"Free Tier" means the unpaid subscription plan, subject to the usage limits described in Section 11.

"Legacy Private Content" means Visuals created during a Paid Tier subscription that retain their Private status after the user downgrades to the Free Tier. See Section 6.6.

"Paid Tier" means any subscription plan requiring payment (currently Plus Tier, Pro Tier, and Enterprise).

"Plus Tier" means the introductory Paid Tier of the Service, offering an increased Visual allowance, editing tools, and the option to create Private Content, as described in Section 4.1 and on our pricing page.

"Private Content" means Content that is not published on the Discovery Layer and is accessible only to the creating user (or, on Enterprise plans, to authorised organisation members).

"Prompt" means the text input submitted by a user to generate a Visual.

"Pro Tier" means the higher Paid Tier of the Service, offering enhanced features including generous Visual allowances, full editing tools, priority generation, and Private Content by default, as described in Section 4.1 and on our pricing page.

"Public Content" means Content that is published on the Discovery Layer, visible to any visitor, and available for indexing by search engines.

"Remix" means a new Visual derived from an existing Public Visual using the Service's remix functionality.

"Service" means the Pictl platform, including the website at pictl.ai, any associated mobile applications, the Discovery Layer, APIs, and all related services.

"Statement of Reasons" means a written explanation we provide to a user when we take a moderation action against their Content or account, as described in Section 9.3.

"Supplementary Terms" means additional terms that apply to specific features, products, or services offered through or alongside the Service, as described in Section 26.

"Visitor" means any person who accesses the Service without creating an account, including users browsing the Discovery Layer.

"Visual" (also referred to as a "Pictle") means an AI-generated visual explanation produced by the Service in response to a Prompt.

"You" / "your" means the individual or entity accessing or using the Service, including Visitors.

2. Eligibility and Acceptance

2.1 Acceptance

By accessing or using the Service in any way — including by browsing the Discovery Layer at pictl.ai/explore, viewing a Public Visual, creating an account, or generating a Visual — you accept these Terms. If you do not agree, you must not use the Service.

2.2 Age requirements

You must be at least 13 years of age to create an account or generate Content. If you are aged 13 to 17, you may only use the Service with the verifiable consent of a parent or legal guardian. The method of verification will be proportionate to the risks involved and may be updated from time to time in line with guidance from the Information Commissioner's Office (ICO) and applicable law.

By permitting a child to use the Service, the parent or guardian agrees to be bound by these Terms on the child's behalf and accepts full responsibility for their use of the Service.

We reserve the right to request proof of age or parental consent at any time and to suspend or terminate accounts where we reasonably believe these requirements are not met. If we become aware that an account has been created by a person under 13, we will suspend the account and delete the associated personal data without undue delay.

Browsing the Discovery Layer does not require an account. The Discovery Layer is designed to be appropriate for general audiences. If you are a parent or guardian and have concerns about content your child has encountered on the Discovery Layer, please contact us at legal@pictl.ai.

2.3 Capacity

If you are entering into these Terms on behalf of an organisation, you represent and warrant that you have the authority to bind that organisation to these Terms.

3. Account Registration and Security

To access certain features of the Service, you must create an account. You agree to:

1. provide accurate, current, and complete information during registration;

2. maintain and promptly update your account information;

3. maintain the security and confidentiality of your login credentials;

4. notify us immediately at legal@pictl.ai of any unauthorised access to or use of your account; and

5. accept responsibility for all activities that occur under your account.

Accounts are for individual use only. You may not share your login credentials with others or allow multiple individuals to use a single account. Organisations requiring multi-user access should subscribe to an Enterprise plan.

We are not liable for any loss or damage arising from your failure to comply with this section.

4. Description of the Service

Pictl is an AI-powered platform that transforms text prompts into visual explanations. Users submit a Prompt (a short phrase, sentence, or question), and the Service returns a Visual — a single-page, illustrated explanation of the topic.

4.1 Subscription tiers

The Service operates on a tiered subscription model:

• Free Tier: A limited number of Visuals per month. All Visuals created on the Free Tier are Public Content by default and will be published on the Discovery Layer.

• Plus Tier: Additional Visuals per month, editing capabilities, and the option to create Private Content. Visuals are Private by default, with the option to make individual Visuals public.

• Pro Tier: Generous usage allowances, full editing capabilities, Private Content by default, SVG export (where available), and priority generation. Visuals are Private by default, with the option to make individual Visuals public.

• Enterprise: Custom pricing, dedicated support, brand customisation, SSO integration, and bespoke prompt engineering. Enterprise customers may be subject to separate written agreements. Where any conflict arises between these Terms and an Enterprise agreement, the Enterprise agreement will prevail to the extent of the inconsistency.

Current pricing for all paid tiers is displayed on our pricing page at pictl.ai/pricing and may be updated from time to time in accordance with Section 12.

We reserve the right to modify, suspend, or discontinue any feature or tier at any time, with reasonable notice where practicable.

4.2 Beta and experimental features

We may offer features marked as beta, experimental, or early access. These features are provided as-is, may be modified or withdrawn at any time without notice, and are not covered by any service level commitment or uptime guarantee. Your use of beta features is voluntary and at your own risk. Nothing in this section excludes or limits liability that cannot be excluded under English law — see Section 20.4.

4.3 Availability

We aim to make the Service available at all times but do not guarantee any specific level of availability or uptime. The Service may be temporarily unavailable due to maintenance, updates, or circumstances beyond our reasonable control. Enterprise customers requiring service level commitments should contact us for custom terms.

AI provider continuity. If a third-party AI provider on whom the Service materially depends terminates or restricts our access in a way that affects Visual generation, we will (a) take reasonable steps to substitute an alternative provider; (b) inform affected users within a reasonable time; and (c) pro-rate refunds for any unfulfilled period of paid service for which substitute capability is not delivered.

4.4 Use of AI

The Service uses artificial intelligence to generate Visuals. All Visuals are AI-generated and are marked as such through:

1. a visible "AI-generated" indicator displayed alongside each Visual on the Discovery Layer;

2. content provenance metadata embedded in downloadable Visuals (using C2PA content credentials or an equivalent standard, where technically practicable); and

3. where applicable, watermarking on Free Tier downloads. Watermarking is being progressively rolled out during the beta; until it is enabled across all download paths, the visible on-platform "AI-generated" indicator and (where available) the C2PA metadata are the primary marking mechanisms.

You agree not to remove, alter, obscure, or circumvent these markings. These commitments support our transparency obligations under applicable AI legislation, including Article 50 of the EU AI Act.

5. Our Intellectual Property

5.1 Platform ownership

All intellectual property rights in the Service itself — including the platform, software, algorithms, AI models and configurations, visual language and design systems, prompt engineering, user interface, branding, trademarks, logos, and all underlying technology — are and remain the exclusive property of Art Skool Ltd (or our licensors, where applicable).

Nothing in these Terms transfers any ownership of our intellectual property to you. Your right to use the Service is limited to the licence expressly granted under these Terms.

5.2 Open-source and third-party components

The Service may incorporate open-source software components and third-party libraries, which remain subject to their respective licences. These third-party licences do not expand or modify the rights granted to you under these Terms. A list of material open-source components is available on request at legal@pictl.ai.

5.3 Moral rights

To the maximum extent permitted by applicable law, you irrevocably and unconditionally waive all moral rights you have in Content you create through the Service (including rights under Chapter IV of the Copyright, Designs and Patents Act 1988), including the right to be identified as the author and the right to object to derogatory treatment of the work.

In jurisdictions where moral rights cannot be waived (for example, certain civil-law jurisdictions in the EU), you instead grant us an unconditional, irrevocable, perpetual, worldwide, royalty-free licence to do any act that would otherwise infringe those rights, including for SEO metadata generation, Remixing, promotional use, and any other purpose contemplated by these Terms.

Why this matters: this waiver allows us to generate SEO metadata for your public Visuals (which may change the title or description), feature your Visuals in promotional materials, and enable other users to Remix them. Without this waiver — or, where it is not legally available, an equivalent licence — these core functions of the Service would be restricted. The waiver does not affect your usage rights: you can still use, share, and commercially exploit your Visuals freely.

6. Your Content and Licence Grants

This section explains how your content is used on the platform, including the public Discovery Layer. It also covers what happens to your Private Visuals if you downgrade from a Paid Tier. Please read it carefully.

6.1 Your Prompts

You retain ownership of the text you submit as Prompts. By submitting a Prompt, you grant us a non-exclusive, worldwide, royalty-free licence to use, process, and store that Prompt for the purpose of operating and improving the Service.

6.2 Visuals and AI-generated output

Visuals are generated by artificial intelligence. The legal status of copyright in AI-generated works is evolving and varies by jurisdiction. We do not make any representation or warranty that Visuals attract copyright protection under applicable law.

Subject to these Terms, we grant you a non-exclusive, worldwide, royalty-free licence to use, reproduce, modify, distribute, display, and commercially exploit the Visuals you generate through the Service, for both personal and commercial purposes.

You acknowledge that:

1. other users submitting similar or identical Prompts may receive similar or identical Visuals;

2. we do not guarantee the uniqueness of any Visual;

3. we do not claim ownership of the Visuals you generate, but neither party makes an affirmative claim of copyright ownership in AI-generated output;

4. you have no claim against us or any other user arising from the similarity of AI-generated outputs. AI generation means that independent users may receive substantially similar results from similar Prompts. This is a natural characteristic of the technology, not evidence of copying or infringement; and

5. we do not warrant that Visuals will not infringe the intellectual property rights of third parties. You are responsible for reviewing any Visual before use and for obtaining any necessary clearances or permissions.

Why 6.2(4) matters: if you and another user both ask Pictl to explain photosynthesis, you may receive very similar Visuals. This is normal and expected. Neither user has copied the other, and neither has a claim against us or each other. This clause makes that explicit.

6.3 AI training and model improvement

We may use anonymised, aggregated data derived from Prompts and usage patterns to analyse trends, improve the quality of the Service, and develop new features. We do not use your individual Prompts or Visuals to train or fine-tune third-party AI models without your explicit consent.

If we introduce any programme that uses identifiable user Content for model training, we will provide clear notice and obtain your opt-in consent before including your Content.

Withdrawing consent. Where these Terms or our Privacy Policy rely on your consent — for example, any future AI training programme, or marketing communications — you may withdraw that consent at any time through your account settings or by contacting legal@pictl.ai. Withdrawal of consent does not affect the lawfulness of processing carried out before withdrawal. Where Content has already been incorporated into an aggregated or anonymised dataset, it may not be technically possible to extract your contribution from that dataset.

6.4 Public Content licence

This is the key provision enabling the Discovery Layer. By creating Public Content (whether through the Free Tier, where all Content is public by default, or by opting to make Content public on a Paid Tier), you grant us a non-exclusive, worldwide, royalty-free, sublicensable, perpetual and irrevocable licence (subject to the safety valve described at the end of this section) to:

1. publish, display, reproduce, and distribute the Visual on the Discovery Layer;

2. make the Visual available for indexing by search engines;

3. generate and display metadata, titles, descriptions, and tags derived from the Visual or its Prompt for SEO and discoverability purposes;

4. display the Visual in promotional materials, social media, and marketing for the Service; and

5. allow other users to view, share, embed, and Remix the Visual in accordance with Section 6.7.

Safety valve. The licence above is perpetual and irrevocable, except where you raise a manifest infringement of your rights (for example, where Content was generated through unauthorised use of your account, or where the Visual contains personal data of yours that was unlawfully included). In such cases, we will consider the licence to be revocable to the extent reasonably necessary to remedy the infringement, and will action a takedown in accordance with Section 10.

This licence survives account deletion. See Section 17 for further detail on what happens to your Content when you delete your account.

6.5 Private Content and confidentiality

Private Content is not published on the Discovery Layer and is not indexed by search engines. We will not share Private Content with other users or third parties except as required by law or as necessary to operate the Service (for example, processing through our AI generation pipeline).

We will protect Private Content with at least the same degree of care we use for our own confidential information, and in any event no less than reasonable care. This confidentiality obligation applies for the duration of your use of the Service and for a period of two years following account deletion, subject to any data retention required by law.

6.6 Legacy Private Content (downgrade protection)

If you create Private Visuals while on a Paid Tier and later downgrade to the Free Tier, those Visuals remain Private. This section explains how that works.

When you downgrade from a Paid Tier to the Free Tier:

1. Existing Private Visuals become Legacy Private Content. They retain their Private status indefinitely. They will not be published on the Discovery Layer or indexed by search engines.

2. You retain read-only access to your Legacy Private Content. You may view and download your Legacy Private Visuals but may not edit them unless you resubscribe to a Paid Tier.

3. Any new Visuals you create on the Free Tier after downgrading are Public Content and will be subject to the terms in Section 6.4, regardless of any Legacy Private Content in your account.

4. Legacy Private Content does not count towards your Free Tier monthly allowance.

5. We reserve the right to delete Legacy Private Content if your account remains inactive (no logins) for a continuous period of 12 months or more. We will give you two written notices by email before any such deletion — a first notice at least 60 days before the proposed deletion date and a second notice at least 30 days before. A single login during the notice period will reset the inactivity clock.

This provision is designed to ensure that users who create Visuals about sensitive or personal topics — such as medical diagnoses, legal matters, or private business information — are not forced to make those Visuals public simply because they no longer need a paid subscription. Privacy, once granted, is not withdrawn.

6.7 Remixes and attribution

Public Visuals may be Remixed by other users using the Service's remix functionality. When a user creates a Remix:

1. the original creator is attributed on the Remix page;

2. the Remix constitutes new Public Content, subject to the same licence terms in Section 6.4;

3. the original creator does not have a right to prevent Remixes of their Public Content, but may request removal of the original Visual in accordance with Section 17; and

4. Remixes of removed Visuals may remain on the platform, with attribution updated or removed as appropriate; and

5. if a Remix introduces or transforms a depiction of an identifiable real person in a way that would breach Section 8(3), the Remix is itself a breach of these Terms and may be removed under Section 9.

6.8 Your representations

By submitting any Prompt or Content, you represent and warrant that:

1. you have the right to submit the Prompt and it does not infringe the intellectual property rights, privacy rights, or other rights of any third party;

2. the Prompt does not contain unlawful, defamatory, obscene, or harmful material; and

3. you will not use the Service to generate Content that infringes trademarks, copyrights, or other proprietary rights of third parties.

7. The Discovery Layer (Explore)

The Discovery Layer, presented to users as Explore at pictl.ai/explore, is a core feature of the Service. It is a publicly accessible collection of Visual explanations that serves as an educational resource and enables organic discovery of the Service through search engines.

7.1 Use by Visitors

These Terms apply to all use of the Discovery Layer — including viewing, sharing, embedding, or Remixing Public Content — whether you are a registered user or a Visitor. By accessing pictl.ai or pictl.ai/explore, you acknowledge that these Terms apply to your use. If you do not agree, you must not use the Service.

7.2 How it works

You acknowledge and agree that:

1. Public Content will appear on the Discovery Layer alongside Content created by other users;

2. we may generate SEO metadata (titles, descriptions, tags, structured data) for Public Content using AI, and this metadata may differ from your original Prompt;

3. we may curate, feature, or promote specific Public Content at our sole discretion;

4. Public Content may be cached by search engines and third-party services, and we cannot guarantee removal from external caches after content is removed from the Discovery Layer; and

5. the position, ranking, or visibility of any Public Content on the Discovery Layer is determined by our algorithms and editorial judgement and is not guaranteed.

7.3 Free Tier disclosure

All Visuals created on the Free Tier are public by default. This means they will be visible to anyone who visits the Discovery Layer and may appear in search engine results. If you require privacy for your Visuals, you must subscribe to a Paid Tier.

This public-by-default rule is disclosed at the point of account creation and again before you generate your first Free Tier Visual. By proceeding past those points, you acknowledge and accept the public visibility of your Free Tier Content. This acknowledgement forms part of your agreement to these Terms.

8. Acceptable Use

You agree not to use the Service to:

1. generate, upload, or distribute Content that is unlawful, defamatory, harassing, threatening, obscene, sexually explicit, or that promotes violence, hatred, or discrimination;

2. generate Child Sexual Abuse Material (CSAM), terrorist content, or content that incites or facilitates serious harm. Any attempt to generate such material will result in immediate and permanent account termination and may be reported to the relevant authorities;

3. generate Content that depicts identifiable real people without their consent, including deepfakes, intimate-image abuse, or content designed to deceive or impersonate;

4. infringe or misappropriate the intellectual property, privacy, or other rights of any third party;

5. impersonate any person or entity, or falsely state or misrepresent your affiliation with any person or entity;

6. use automated scripts, bots, scrapers, or other automated means to access or interact with the Service, except through officially provided APIs with valid authorisation;

7. engage in bulk or automated generation of Visuals beyond the scope of normal personal or professional use;

8. use the Service primarily to generate traffic, search engine rankings, or commercial benefit for an external website, service, or competing product;

9. resell, redistribute, or sublicence access to the Service or its outputs without our prior written consent;

10. attempt to reverse-engineer, decompile, or extract the source code, models, algorithms, or training data underlying the Service;

11. circumvent, disable, or interfere with content moderation, safety filters, rate limiting, AI-generation labels, watermarks, or other protective features of the Service;

12. interfere with or disrupt the integrity or performance of the Service or its infrastructure;

13. use the Service in any manner that could damage, disable, overburden, or impair the Service;

14. use the Service for competitive analysis, benchmarking, or the development of a competing product or service; or

15. use the Service for any purpose that is unlawful under applicable law.

We may publish a separate Acceptable Use Policy with more detailed examples and enforcement guidance. Where we do, it will be available at pictl.ai/acceptable-use; in the event of any conflict, these Terms will prevail unless the Acceptable Use Policy expressly states otherwise.

9. Content Moderation, Reporting, and Appeals

9.1 How we moderate

We employ automated and manual content moderation to maintain the quality and safety of the Service. We reserve the right, at our sole discretion and without obligation, to:

1. refuse to generate Visuals from Prompts that violate these Terms or our content policies;

2. remove, de-index, or restrict access to any Content, including Public Content on the Discovery Layer;

3. suspend or terminate accounts that engage in repeated or serious violations; and

4. report illegal content or activity to the relevant authorities.

We are not obligated to monitor all Content and do not guarantee that all Content will comply with these Terms. We are not liable for any Content created or shared by users.

In the United States, the Service operates as an interactive computer service within the meaning of 47 USC § 230. We are not the publisher of user Content.

9.2 Reporting content

You may report Content you believe to be in breach of these Terms or applicable law by using the in-product report function on any Public Visual, or by emailing legal@pictl.ai. Reports may concern:

1. content that is illegal under UK law or applicable EU law;

2. CSAM or content that sexualises minors;

3. terrorist content, incitement to violence, or threats of harm;

4. intimate-image abuse, non-consensual sexual imagery, or deepfakes;

5. harassment, hate speech, or discriminatory content;

6. fraud, scams, or financial exploitation;

7. intellectual property infringement (see also Section 10);

8. defamation; or

9. any other content that violates Section 8 (Acceptable Use).

We will review reports promptly. Reports concerning CSAM, terrorist content, or imminent threats to life will be treated as urgent and actioned without delay.

9.3 Statement of Reasons

When we remove, restrict, suspend, demonetise, or de-prioritise your Content, or when we suspend or terminate your account, we will provide you with a written Statement of Reasons. This will include:

1. the facts and circumstances we relied upon, including whether the action was triggered by a report, automated detection, or our own initiative;

2. the specific clause of these Terms or law that the action is based on;

3. whether automated decision-making was involved and, if so, that you may request human review;

4. information about your right to appeal under Section 9.5; and

5. where applicable, information about out-of-court dispute settlement options.

We will provide the Statement of Reasons promptly, and in any event within seven business days of the action, unless doing so would compromise an ongoing legal investigation or law enforcement request.

9.4 Automated decision-making

Some moderation decisions affecting your Content or account may be made by automated systems, including AI safety filters and pattern-matching tools. You have the right to request human review of any such decision through the appeals process in Section 9.5. We will give your request meaningful consideration by a member of our team who was not involved in the original decision.

9.5 Appeals

If you believe we have made an incorrect decision about your Content or account, you may submit an appeal within six months of receiving our Statement of Reasons. Send appeals to legal@pictl.ai with the subject line "Moderation Appeal" and include any supporting information. We will:

1. acknowledge receipt within five business days;

2. review the appeal independently from the original decision-maker, including human review where the original decision was automated;

3. aim to reach a decision within 14 business days, extended to 30 business days in complex cases (we will tell you if we need the extension); and

4. provide a written explanation of the appeal outcome.

If your appeal is upheld, we will restore your Content or reinstate your account as promptly as reasonably practicable. The appeal decision is final, but does not affect your statutory rights or your right to pursue out-of-court dispute resolution.

9.6 Trusted Flaggers

We recognise the role of trusted flaggers designated under Article 22 of the EU Digital Services Act and will give priority to notices submitted by them.

9.7 No dark patterns

We do not use deceptive design, manipulative interfaces, or other "dark patterns" intended to distort or impair your ability to make free and informed decisions about the Service, including in relation to consent, subscription, and account deletion.

9.8 Repeat infringers

A user against whom three valid takedown notices have been upheld (meaning notices that we have, after our review, accepted as well-founded), or who is found to have committed three confirmed violations of Sections 8 or 9 within a rolling 12-month period, will have their account suspended or terminated. Raw notices that we reject after review do not count towards this threshold. We may apply this policy more strictly where violations are serious (for example, CSAM, terrorism, or coordinated abuse) — a single violation in those categories may result in immediate termination.

9.9 Trademark and brand risk

Without limiting Section 9.1, we reserve the right to remove, de-index, or modify any Public Content that we reasonably believe creates trademark risk, brand confusion, or reputational risk to the platform or to third parties — regardless of whether the user who created the Content intended any infringement. This includes Content that prominently features or could be interpreted as commentary on, or endorsement of, a third-party brand, company, or product.

10. Notice and Takedown

10.1 Reporting infringing content

If you believe that Content on the Service infringes your intellectual property rights, you may submit a takedown notice to us at legal@pictl.ai. Your notice must include:

1. identification of the copyrighted work or trademark you claim has been infringed;

2. identification of the Content you claim is infringing, with sufficient detail for us to locate it (such as a URL);

3. your contact information (name, address, email, telephone number);

4. a statement that you have a good-faith belief that the use of the material is not authorised by the rights holder, its agent, or the law;

5. a statement, under penalty of perjury, that the information in your notice is accurate and that you are the rights holder or authorised to act on their behalf; and

6. your physical or electronic signature (a typed name in an email is normally sufficient as an electronic signature under section 7 of the UK Electronic Communications Act 2000).

10.2 US users — DMCA notices

For users in the United States, takedown notices submitted under the US Digital Millennium Copyright Act (17 USC § 512) may be sent to our designated agent. While our designated agent is being registered with the US Copyright Office, DMCA notices may be sent to legal@pictl.ai with the subject line "DMCA Notice"; we will action them in accordance with this Section. Once registration is complete, the agent's details will be published at pictl.ai/dmca.

10.3 Our response

Upon receipt of a valid takedown notice, we will:

1. acknowledge receipt within five business days;

2. promptly investigate the claim;

3. aim to reach a decision within 15 business days of receipt;

4. remove or disable access to the Content if we determine the claim is valid; and

5. notify the user who created the Content (where reasonably practicable), with a Statement of Reasons per Section 9.3.

10.4 Counter-notice

If you believe your Content was removed in error, you may submit a counter-notice to us with: (a) identification of the removed Content and its former location; (b) a statement under penalty of perjury that you have a good-faith belief the Content was removed by mistake or misidentification; (c) your contact information; and (d) your consent to the jurisdiction of the courts of England and Wales (or, for DMCA counter-notices, the relevant US federal district court). We may restore the Content within 10 business days of receiving a valid counter-notice, unless the original complainant initiates legal proceedings.

11. Fair Use and Usage Limits

11.1 Free Tier limits

The Free Tier is subject to a monthly allowance of Visuals as published on our pricing page. Unused allowances do not carry over between billing periods.

11.2 Paid Tier fair use

Paid Tiers offering generous or unlimited usage are intended for reasonable personal and professional use. We may impose technical rate limits to ensure platform stability and fair access for all users. These limits are designed to be invisible to normal use.

Automated, scripted, or bulk generation is not permitted on any tier unless expressly authorised in writing. We reserve the right to throttle, suspend, or terminate accounts that we reasonably determine are engaging in abusive, automated, or commercially exploitative usage patterns.

11.3 Changes to limits

We may adjust usage limits, fair use thresholds, and rate limits at any time. Material changes to paid plan limits will be communicated with at least 30 days' notice.

12. Subscription, Billing, and Cancellation

12.1 Billing

Paid subscriptions are billed in advance on a recurring basis (monthly or annually, as selected). Payment is processed through Stripe. By subscribing, you authorise us to charge your chosen payment method for the applicable fees.

All prices are displayed in pounds sterling (£ GBP) unless otherwise stated. Prices are inclusive of VAT where applicable. The renewal price for each billing period will match the price displayed at the point of sign-up, unless we have notified you of a price change in accordance with Section 12.6.

12.2 Free trials

We may offer free trials at our discretion. At the end of a trial period, your subscription will automatically convert to a paid plan unless you cancel before the trial ends.

12.3 Cancellation and downgrade

You may cancel your subscription at any time through your account settings (where available) or by emailing legal@pictl.ai with the subject line "Cancellation". During the beta, email cancellation is processed within two business days. Upon cancellation:

1. your subscription remains active until the end of your current billing period;

2. you will not be charged for subsequent billing periods;

3. no pro-rata refunds are provided for the remaining portion of your current billing period;

4. at the end of your billing period, your account will revert to the Free Tier; and

5. any Private Visuals created during your Paid Tier subscription become Legacy Private Content in accordance with Section 6.6.

12.4 Cooling-off period for consumers

If you are a consumer resident in the UK or EU, you have a statutory right to cancel a new subscription within 14 days of purchase without giving a reason (the "cooling-off period").

By using the Service immediately after subscribing, you consent to the Service being provided during the cooling-off period and acknowledge that you may lose the right to cancel once the Service has been fully performed. If you exercise your right to cancel before full performance, you will be charged on a pro-rata basis for use during the cancellation period. The purchase flow requires you to confirm this consent before billing.

12.5 Refunds

Except as set out in Section 12.4, we do not offer refunds for subscription fees. Nothing in these Terms affects your statutory rights as a consumer under the Consumer Rights Act 2015, including your right to a remedy if the Service is not as described or not of satisfactory quality.

12.6 Price changes

We may change subscription prices at any time. Price increases for existing subscribers will take effect at the start of the next billing period following at least 30 days' written notice. If you do not agree to a price increase, you may cancel before it takes effect.

12.7 UK and EU subscription protections

We give you the information and protections required by the UK Digital Markets, Competition and Consumers Act 2024 ("DMCC Act"), the EU Consumer Rights Directive (as amended by Directive (EU) 2019/2161), and equivalent consumer protection law in your country. In particular:

1. before you subscribe, we display the total recurring cost (including taxes and renewal frequency) on the purchase page;

2. we will send you a reminder before each annual renewal (and, where required by the DMCC Act for shorter cycles, before each renewal of that cycle);

3. you can cancel your subscription through your account settings in a few clicks, without needing to speak to anyone or complete a retention call;

4. we will give you at least 30 days' notice before any material change to subscription terms takes effect, and you will have the right to cancel before the change applies; and

5. where the DMCC Act gives you a mid-contract cooling-off right following a material change to terms, you may exercise it by contacting legal@pictl.ai.

13. Privacy and Data Protection

Your privacy matters to us. Our collection, use, and protection of your personal data is governed by our Privacy Policy, which forms part of these Terms by reference.

Key points:

• We process personal data in accordance with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

• Pictl is currently offered to users worldwide on the basis of an English-language UI and pricing in GBP and USD. We are not actively targeting users in the EU/EEA during the beta. Where EU/EEA users do access the Service, we apply EU GDPR protections by default and will appoint an Article 27 representative if and when our activity becomes targeted at the EU/EEA within the meaning of Article 3(2) EU GDPR.

• We use third-party service providers (sub-processors) to operate the Service. A current list of sub-processors is published in our Privacy Policy. We will give at least 30 days' notice before adding any new sub-processor that handles personal data, except where the change is required by law or to address a security threat.

• Your data may be transferred outside the United Kingdom where our service providers operate. Any such transfers are subject to appropriate safeguards as required by applicable data protection law (including the UK International Data Transfer Agreement or Standard Contractual Clauses).

• For users aged 13 to 17, we process personal data on the basis of parental consent. Parents and guardians may exercise data subject rights on behalf of their children.

• Some moderation and personalisation decisions are made by automated systems. You have the right to request human review under Section 9.4.

• Our use of cookies and similar tracking technologies is described in our Cookie Policy, which is available on pictl.ai. You may manage your cookie preferences through the consent mechanism on our website.

For full details, including your rights as a data subject, please refer to our Privacy Policy.

14. Third-Party Services

The Service integrates with and relies upon third-party services, including but not limited to AI generation models (currently Google Gemini), payment processors (Stripe), authentication providers (Google), and analytics tools. We are not responsible for the availability, accuracy, or conduct of any third-party service.

Your use of third-party services may be subject to their own terms and conditions and privacy policies, which you are responsible for reviewing. For details on open-source and third-party software components used in the Service, see Section 5.2.

We will give at least 30 days' notice before adding any new sub-processor that handles personal data, in line with our Privacy Policy, except where the change is required by law or to address a security threat.

15. Regulatory Compliance

We are committed to complying with applicable laws and regulations governing AI-generated content, data protection, consumer rights, and digital services. This includes the UK GDPR, the Data Protection Act 2018, the Consumer Rights Act 2015, the Online Safety Act 2023, the EU Digital Services Act, the EU AI Act (insofar as it applies to us), and any applicable successor or replacement legislation.

15.1 UK Online Safety Act

As a service that hosts user-generated content and is accessible to users under 18, we acknowledge our duties under the Online Safety Act 2023 and Ofcom's codes of practice. We will:

1. take proportionate steps to prevent and remove illegal content, including priority illegal content as defined in the Act;

2. take proportionate steps to protect children from content that is harmful to them;

3. provide accessible reporting tools (see Section 9.2);

4. maintain clear and accessible Terms; and

5. keep written records of our risk assessments and moderation decisions; and

6. carry out a children's access assessment and, because children aged 13–17 are likely to access the Service, a children's risk assessment in line with Ofcom's published guidance. Our current risk assessment is reviewed at least annually and after any material change to the Service.

15.2 EU Digital Services Act

To the extent we qualify as an online platform under the DSA, we comply with the obligations applicable to our size and risk profile, including notice-and-action (Section 9.2), Statements of Reasons (Section 9.3), internal complaint-handling (Section 9.5), trusted flaggers (Section 9.6), the prohibition on dark patterns (Section 9.7), and transparency reporting (Section 15.4).

15.3 EU AI Act

In line with Article 50 of the EU AI Act, we mark Visuals as AI-generated and provide content provenance metadata (see Section 4.4). We also maintain an internal register of significant AI-related incidents and will report serious incidents to relevant authorities where required by applicable law. We monitor developments in AI regulation and will update the Service as required.

15.4 Transparency reporting

We may publish periodic transparency reports covering content moderation actions, takedown requests, government requests, and other operational metrics. The form and frequency of such reports will be determined by reference to our regulatory obligations and may evolve over time.

15.5 Regulatory change

We reserve the right to modify the Service as necessary to maintain compliance with any new or amended legal requirements. Such modifications may include restrictions on certain types of content, changes to functionality, adjustments to data processing practices, or the introduction of additional user disclosures or consent mechanisms. Where regulatory changes require material modifications to the Service or these Terms, we will provide reasonable advance notice and, where practicable, an explanation of the changes and their impact on your use of the Service.

16. Educational Institutions

If you are a school, university, or other educational institution using the Service in a classroom or institutional setting, the following additional provisions apply:

1. You are responsible for obtaining any parental or guardian consent required under applicable law for students under 18 who use the Service through your institution.

2. You acknowledge that Free Tier Visuals created by students or staff are Public Content and will be published on the Discovery Layer. If privacy is required, the institution must subscribe to a Paid Tier or Enterprise plan.

3. Data Processing Addendum. Educational institutions may require a Data Processing Addendum (DPA) to satisfy their obligations under UK GDPR and applicable safeguarding legislation. We offer a standard DPA for institutional use. Please contact us at legal@pictl.ai to request one.

4. We are committed to working with institutions to meet their safeguarding and data protection obligations, including providing information required for Data Protection Impact Assessments.

5. COPPA (US schools). Our minimum age of 13 (Section 2.2) means the Service is not directed to, and may not be used by, children under 13. US schools must not permit pupils under 13 to use the Service. Where we become aware that a US school has enrolled under-13 users, we will suspend the affected accounts and delete associated personal data in accordance with our Privacy Policy.

17. Account Deletion, Data Export, and Content Retention

17.1 Data export and portability

You have the right to export your Content (including Private Visuals and Legacy Private Content) at any time by emailing legal@pictl.ai with the subject line "Data Export". We are progressively introducing self-service export during the beta and will update this section when it is available in your account settings. Upon cancellation or account deletion, we will provide a reasonable export window of at least 30 days during which your data remains accessible for download. After this window closes, Private Content will be permanently deleted.

This provision supports your rights under UK GDPR Article 20 (right to data portability).

17.2 Deleting your account

You may delete your account at any time by emailing legal@pictl.ai with the subject line "Delete Account". During the beta, deletion requests are actioned within five business days. We are progressively introducing self-service deletion and will update this section when it is available in your account settings. Upon deletion:

1. your profile information, Private Content, and Legacy Private Content will be permanently deleted within 30 days (subject to the export window in Section 17.1);

2. any active subscription will be cancelled, with no refund for the remaining billing period; and

3. the licence you granted under Section 6.4 for Public Content survives account deletion.

17.3 Public Content after deletion

Public Visuals remain on the Discovery Layer after account deletion. This is necessary for the integrity of the Discovery Layer as an educational resource and to preserve links, search engine indexing, and Remixes that depend on your Public Content.

After account deletion, Public Content will be attributed to "Anonymous" or a similar designation rather than your username.

Your choice at deletion. At the point of account deletion, you may choose between two options for your Public Content: (a) anonymous attribution, where the Visuals remain on the Discovery Layer attributed to "Anonymous"; or (b) takedown request, where you ask us to remove specific Public Visuals you have created. We will consider takedown requests in good faith, taking into account the impact on the Discovery Layer, any Remixes that depend on the Visual, and the public interest, and we will endeavour to respond within 30 days. We are not obligated to remove Public Content where doing so would cause disproportionate harm to the platform or to other users who depend on the Visual.

You may also request removal of specific Public Visuals at any time after deletion by contacting us at legal@pictl.ai.

17.4 Account inactivity

Accounts that show no activity (no logins or content creation) for a continuous period of 18 months may be suspended and, after a further 30 days' notice by email, deleted. The notice will give you a final opportunity to log in or export your Content. This provision supports our data-minimisation obligations under UK GDPR. The 12-month rule for Legacy Private Content (Section 6.6(5)) operates independently of this provision.

17.5 Data retention

We may retain certain data after account deletion as required by law, for legitimate business purposes (such as fraud prevention), or to resolve disputes. Such retained data will be handled in accordance with our Privacy Policy.

17.6 Service discontinuation

In the unlikely event that the Service is permanently discontinued, we will provide at least 60 days' notice by email and by prominent notice on pictl.ai, and will make reasonable efforts to enable users to export their Content (including Private Visuals and Legacy Private Content) before shutdown. This provision does not apply to temporary outages, maintenance, or the modification or discontinuation of individual features.

18. Disputes Between Users

Disputes between users regarding Content, Remixes, attribution, or any other aspect of the Service are the responsibility of the users involved. We are not a party to any dispute between users and have no obligation to mediate.

At our sole discretion, we may choose to assist in resolving disputes, including by removing or modifying Content. Any decision we make in connection with a user dispute is final and binding. We are not liable for any outcome of a user dispute, whether or not we intervene.

19. Accessibility

We are committed to making the Service accessible to all users. We aim to conform to the Web Content Accessibility Guidelines (WCAG) 2.2 at Level AA and will work towards this standard progressively. Our current accessibility status is published in our Accessibility Statement at pictl.ai/accessibility.

If you experience any accessibility barriers when using the Service, please contact us at legal@pictl.ai. We welcome feedback and will make reasonable efforts to address issues promptly.

Educational institutions and public sector bodies should note that we are willing to provide accessibility conformance information to support their obligations under the Public Sector Bodies (Websites and Mobile Applications) (No. 2) Accessibility Regulations 2018 and the European Accessibility Act (Directive (EU) 2019/882).

20. Disclaimers

20.1 The Service is provided "as is" and "as available" without warranties of any kind, whether express, implied, or statutory, including but not limited to implied warranties of merchantability, fitness for a particular purpose, and non-infringement.

20.2 We do not warrant that:

1. the Service will be uninterrupted, timely, secure, or error-free;

2. the Visuals generated will be accurate, complete, or free from errors, hallucinations, or unintended content;

3. the Visuals will be suitable for any particular purpose, including educational, professional, medical, or commercial use;

4. the Visuals will not infringe the intellectual property rights of any third party; or

5. Public Content will achieve any particular search engine ranking or visibility.

20.3 Visuals are generated by AI and are for informational and illustrative purposes only. They do not constitute professional, medical, legal, financial, educational, academic, mental health, safety, or crisis-intervention advice. Without limiting the generality of the foregoing, Visuals should not be relied upon for medical diagnoses or treatment decisions, legal strategy, financial planning, examination preparation, academic assessment, mental health support, or any decision in a crisis or safety-critical context. You are solely responsible for evaluating the accuracy and appropriateness of any Visual before relying on it or sharing it with others. If you are in crisis or experiencing a mental health emergency, please contact your local emergency services or a recognised crisis support line.

20.4 Nothing in these Terms excludes or limits our liability for death or personal injury caused by our negligence, fraud or fraudulent misrepresentation, or any other liability that cannot be excluded or limited under English law (including statutory rights of consumers under the Consumer Rights Act 2015).

21. Limitation of Liability

21.1 Subject to Section 20.4, our total aggregate liability to you for all claims arising out of or in connection with the Service and these Terms will not exceed the greater of:

1. the total fees paid by you in the 12 months immediately preceding the event giving rise to the claim; or

2. £500.

21.2 Subject to Section 20.4, we will not be liable for any indirect, incidental, special, consequential, or punitive damages, including but not limited to loss of profits, data, business, goodwill, or anticipated savings, regardless of the theory of liability.

21.3 We will not be liable for any loss or damage arising from: (a) your reliance on the accuracy of any Visual; (b) any third party's use of your Public Content; (c) removal or de-indexing of Content; (d) changes to the Service, including modifications to features, tiers, or pricing; or (e) the similarity of AI-generated outputs produced for different users.

22. Indemnification

22.1 Your indemnification of us

You agree to indemnify, defend, and hold harmless Art Skool Ltd, its officers, directors, employees, and agents from and against any claims, damages, losses, liabilities, costs, and expenses (including reasonable legal fees) arising out of or in connection with:

1. your use of the Service;

2. your Content, including any Prompt you submit;

3. your breach of these Terms; or

4. your violation of any third-party right, including intellectual property, privacy, or other proprietary rights.

This indemnity applies only to losses that are reasonably attributable to your actions or omissions. It does not apply to losses caused solely by a defect in the Service or a failure of our safety systems where you have complied with these Terms.

Consumer cap. If you are a consumer (within the meaning of the Consumer Rights Act 2015, the EU Consumer Rights Directive, or equivalent consumer protection law that applies to you), this indemnity is limited to losses that are (a) reasonably foreseeable; (b) caused by your breach of these Terms or your wilful misconduct; and (c) capped at the amount specified in Section 21.1. Nothing in this Section affects your statutory consumer rights.

22.2 Our indemnification of you

We will indemnify, defend, and hold harmless you (and, where applicable, your organisation) from and against any third-party claims arising directly from our material breach of these Terms or our gross negligence in operating the Service, subject to the following conditions:

1. this indemnity is subject to the liability caps in Section 21;

2. you must notify us promptly in writing of any such claim;

3. you must give us sole control of the defence and settlement of such claim; and

4. you must provide reasonable cooperation at our expense.

This reciprocal indemnity does not apply to claims arising from your Content, your use of Visuals, or any third-party IP claims related to AI-generated output.

23. Changes to These Terms

We may update these Terms from time to time. When we make material changes:

1. we will notify you by email and/or by a prominent notice within the Service at least 30 days before the changes take effect;

2. the updated Terms will indicate the new effective date; and

3. your continued use of the Service after the effective date constitutes acceptance of the updated Terms.

If you do not agree to the updated Terms, you must stop using the Service and may cancel your subscription in accordance with Section 12.3.

24. Governing Law and Dispute Resolution

24.1 Governing law

These Terms are governed by and construed in accordance with the laws of England and Wales.

24.2 Informal resolution

Before bringing any formal claim or proceedings, you agree to contact us at legal@pictl.ai to attempt to resolve the dispute informally. We will make reasonable efforts to resolve the matter within 30 days. If the dispute cannot be resolved informally within that period, either party may proceed to formal proceedings.

24.3 Jurisdiction

Any dispute arising out of or in connection with these Terms, including any question regarding their existence, validity, or termination, will be subject to the exclusive jurisdiction of the courts of England and Wales.

24.4 Consumer rights

Nothing in these Terms affects your statutory rights as a consumer under applicable law. If you are a consumer resident in the United Kingdom, you may also be entitled to bring proceedings in the courts of your country of residence.

25. Contact Us

If you have questions about these Terms, wish to exercise your rights, wish to submit a takedown notice, request a sub-processor list, request an open-source component list, request our designated DMCA agent details, or need to report a concern, please contact us:

Art Skool Ltd

167–169 Great Portland Street, 5th Floor

London, England, W1W 5PF

Email: legal@pictl.ai

We aim to respond to all enquiries within 14 business days. Reports concerning illegal content, urgent safety matters, or child protection will be prioritised and actioned without delay.

26. Supplementary Terms

We may from time to time offer additional services, features, or products through or alongside the Service. Such offerings may be subject to Supplementary Terms, which will be presented to you before purchase or use.

Where Supplementary Terms apply:

1. you will be required to accept them before accessing the relevant product or feature;

2. Supplementary Terms are incorporated into and form part of these Terms;

3. in the event of any conflict between Supplementary Terms and these Terms, the Supplementary Terms will prevail to the extent of the inconsistency; and

4. Supplementary Terms may address matters specific to the product, including pricing, delivery, returns, warranties, and applicable consumer protection rights; and

5. we will give you reasonable notice before any Supplementary Terms become a precondition for continued use of a feature you currently access without them.

Where the Service is accessed through a third-party app store (such as Apple App Store or Google Play), additional terms imposed by the app store may apply alongside these Terms.

27. General Provisions

Severability. If any provision of these Terms is found to be unlawful, void, or unenforceable, that provision will be deemed severable and will not affect the validity and enforceability of the remaining provisions.

Waiver. Our failure to enforce any right or provision of these Terms will not constitute a waiver of that right or provision.

Entire agreement. These Terms, together with the Privacy Policy, Cookie Policy, Accessibility Statement, Acceptable Use Policy, any applicable Supplementary Terms, and any Enterprise agreement, constitute the entire agreement between you and us regarding the Service and supersede all prior agreements and understandings.

Assignment. We may assign or transfer our rights and obligations under these Terms without your consent, including in connection with a merger, acquisition, corporate reorganisation, or sale of all or substantially all of our assets. We will notify users of any assignment resulting from a change of control within 30 days. You may not assign or transfer your rights without our prior written consent.

No third-party rights. These Terms do not confer any rights on any person or party other than you and Art Skool Ltd. The Contracts (Rights of Third Parties) Act 1999 does not apply to these Terms.

Force majeure. We will not be liable for any failure or delay in performing our obligations under these Terms where such failure or delay results from circumstances beyond our reasonable control, including but not limited to acts of God, pandemic, government action, regulatory change, third-party service outages (including AI provider outages), internet disruptions, cyberattacks, or changes in applicable law.

Notices. Notices to you will be sent to the email address associated with your account or, for Visitors, displayed prominently on pictl.ai. Notices to us should be sent to legal@pictl.ai.

Survival. The following sections survive termination or expiry of these Terms for any reason: Sections 1 (Definitions), 5 (Our Intellectual Property), 6 (Your Content and Licence Grants), 9 (Content Moderation, Reporting, and Appeals), 10 (Notice and Takedown), 17 (Account Deletion, Data Export, and Content Retention), 18 (Disputes Between Users), 20 (Disclaimers), 21 (Limitation of Liability), 22 (Indemnification), 24 (Governing Law and Dispute Resolution), and 27 (General Provisions).

Beta status. This version (v1.5) has been drafted internally to align with the v1.0 Privacy Policy, Cookie Policy, and Accessibility Statement, and to address known compliance, clarity, and risk-reduction gaps in v1.4. It has not yet been reviewed by a qualified solicitor. External legal review is planned before general public launch.

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