Published April 30, 2026
(Selma Intelligence AB)
1. Parties and Services
1.1 This agreement (“the Agreement”) is entered into between Selma Intelligence AB (org.nr
559370-9073) (“the Provider”) and you or your company (“the Customer”).
1.2 The Provider develops and provides the AI-powered sales service Selma (the “Services”),
which automates prospect outreach, mailings, and conversation management for B2B sales. The
Services are hosted on the Provider’s servers or on servers maintained by subcontractors
engaged by the Provider and is accessible to the Customer via the internet. See the list of sub-
processors where this data is hosted.
1.3 This Agreement, together with these General Terms and Conditions, the Privacy Policy, and
the Data Processing Agreement (the “DPA”), governs the terms under which the Provider
provides, and the Customer pays for, the Services.
2. Definitions
“AI output”: Content generated or formulated by the Service’s AI system at the Customer’s
request, including messages, responses, and summaries.
"Connection Point": The point at which the Provider delivers the Services to a publicly available
communications network.
"Customer Data": The data that the Customer or its Users provide or generate through the use
of the Services, including (i) recipient lists and contact information provided by the Customer, (ii)
the Customer’s message templates, campaign settings, and sales instructions, (iii) conversation
history with recipients, and (iv) integration data from the Customer’s CRM and sales systems, or
that results from the Provider’s processing of such data
"Services": The services provided by the Provider and which the Customer is entitled to use
under this Agreement.
"Service Interruption": Material faults that render the Services unavailable to the Customer or
the User. Service Interruptions must be reported to the Provider.
"System Administrator": The person at the Customer who registers the company or other legal
entity to enter into the Agreement and who is authorized to manage the Services.
"User": The person who, at any given time, has access to the Services as an employee or
consultant of the Customer. User also include the System Administrator.
3. Term of the Agreement
The Agreement enters into force when the Customer orders the Services. The term of the
Agreement follows the payment period specified (monthly, quarterly, or annually). The
Agreement is automatically renewed for the same period unless notice of termination is given in
writing at least one month before the end of the current term.
4. The Services
4.1 The Agreement covers the Services ordered by the Customer at the time of signing, as well as
any additional services ordered during the term of the Agreement.
4.2 The Provider undertakes to provide the Services at the Connection Point during the term of
the Agreement and under the terms and conditions set forth in this Agreement. The Services
shall be provided in a professional manner.
4.3 The Provider is responsible for the further development of the Services and decides
independently on improvements and technical adjustments, including the selection and
replacement of underlying AI models and language model providers.
4.4 The Provider offers support for issues related to the Service’s functionality, configuration, and
integration through the specified support channels.
4.5 Support does not include (i) advice regarding the Customer’s sales strategy, campaign
content, or recipient selection, (ii) advice regarding data protection, marketing, or competition
law in the Customer’s business, (iii) technical issues outside the scope of the Services’
functionality, or (iv) corrections resulting from improper use.
5. License
Through this Agreement and in accordance with the terms herein, the Provider grants the
Customer a non-exclusive, non-transferable license to use the Services during the term of the
Agreement and to allow Users to use the Services for the Customer’s internal business purposes.
The Customer retains full ownership of its Customer Data. No part of this Agreement transfers
any intellectual property rights regarding the Services, its software, or underlying models to the
Customer.
6. System Administrator Authority
The System Administrator is authorized to act and on behalf of the Customer:
a) order additional Services,
b) add Users,
c) grant Users authorization to use the Services and provide login credentials,
d) appoint others to serve as System Administrators,
e) approve amendments and updates to this Agreement,
f) configure AI transparency settings and sender identity as described in section 15.
7. Rights and Obligations of the Customer and Users
7.1 The Customer may only use the Services for their intended purpose and for lawful use.
7.2 This Agreement does not transfer copyright or other intellectual property rights to the
Services to the Customer. The Customer may not copy, modify, or otherwise handle software or
materials related to the Services. The Customer may not copy, modify, decompile, or through
reverse-engineering or in other ways handle the software or materials related to the Services, or
use the Services to build or develop competing services.
7.3 Upon registration, the Customer must provide accurate information and notify the Provider
of any changes. The Customer is responsible for keeping usernames and passwords secure and
must immediately inform the Provider if unauthorized access is suspected. The Customer is liable
for any unauthorized use of the Services.
7.4 The Customer agrees that the Services shall be used solely for lawful purposes and
undertakes to indemnify the Provider against any claims from third parties arising in connection
with the Customer’s use of the Services, the Customer’s choice of recipients, the content of the
Customer’s communications, or the Customer’s failure to comply with applicable data protection
or marketing laws.
7.5 The Customer is responsible for ensuring that the information entered into the Services does
not violate applicable laws, including the General Data Protection Regulation (GDPR), the
ePrivacy Directive, and national marketing laws.
7.6 The Customer is responsible for ensuring that any third-party software (e.g., web browser,
PDF reader, antivirus software, firewall) is correctly installed and allows traffic to the websites
necessary for the Services to function.
7.7 The Customer is the data controller for its own outgoing communications and for the
selection of recipients. See Section 13 for the allocation of roles regarding personal data.
8. Prohibited Use
8.1 The Customer may not use the Service:
a) to send fraudulent, misleading, harassing, or illegal messages,
b) to contact individuals in their private capacity or consumers,
c) to engage in activities prohibited under Article 5 of Regulation (EU) 2024/1689 (the “AI Act”),
d) to make automated decisions regarding individuals within the meaning of Article 22 of the
GDPR without a separate legal basis and the necessary safeguards,
(e) to build, train, or develop competing products or services.
9. Compensation, Invoicing, and Payment
9.1 Unless otherwise agreed, the prices published on www.selma.ai at the time of entering into
the Agreement shall apply. Prices are stated in euros (EUR), Swedish kronor (SEK), or the
currency specified in the order confirmation.
9.2 The Provider has the right to increase prices by notifying the Customer at least 30 days before
the price changes take effect.
9.3 Fixed fees are billed in advance according to the selected billing period (monthly, quarterly, or
annually). Payment terms: 30 days net, unless otherwise specified in the order confirmation.
9.4 A In the event of a payment reminder, a reminder fee and late payment interest will be
charged in accordance with applicable law.
9.5 Upon termination, fees that have already been paid will not be refunded, except as provided
in Section 21.
10. Provider’s Obligations and Availability
10.1 Availability
The Provider undertakes to provide the Services 24 hours a day, with the exception of scheduled
maintenance (“Agreed Hours”), and with the availability levels set forth below.
Availability per Quarter Fault reporting Service Hours
99.5% All days 00:00 – 24:00 Business days, Mon–Fri 9:00 – 17:00
Less than 94.4% availability constitutes a material breach of contract and entitles the Customer
to terminate the Agreement with immediate effect and claim damages in accordance with
Section 11. Availability is measured as follows: A = (P − F) × 100 / P, where A = availability in %, P
= Agreed Hours in minutes, and F = Service Interruption in minutes (critical faults that render the
Services unavailable and that have been reported as critical).
10.2 Service Hours
Service Hours refer to business days (Monday - Friday 9:00 – 17.00), during which the Provider
guarantees to initiate and resolve service disruptions.
10.3 Fault Reporting
Fault reports are prioritized as follows:
Priority Start of problem analysis
Critical - Immediate
High - Immediate
Medium - Within 8 hours
Low - No commitment
11. Faults in the Service
11.1 If the Services do not function in accordance with Section 4.2, the Provider shall, following a
written notice of fault from the Customer in accordance with Section 10.3, remedy the fault
within a reasonable time by correction or, if this cannot reasonably be done, by re-delivering the
defective functionality.
11.2 Section 11.1 applies only if (i) the Customer has fulfilled its obligations under Section 7; (ii)
the fault was reported within 30 days from when the Customer discovered or should have
discovered the fault, and (iii) the Customer has provided necessary information for analysis and
rectification.
11.3 AI-generated content that is expected to vary or that reflects the limitations of the
underlying language models does not constitute a defect in the Services under this section,
provided that the Services otherwise functions in accordance with the documentation. See
Section 15.4.
11.4 This is, in addition to Section 10, the Provider’s sole liability for faults in the Services.
12. Exemption from Liability
12.1 The Customer shall compensate the Provider for any damage arising from the Customer’s or
the User’s negligent use or breach of the Agreement or failure to comply with applicable law
(including data protection and marketing laws) when using the Services.
12.2 Beyond what is stated in Sections 10 and 11, the Provider has no liability for the
functionality, quality or result of the Services.
12.3 The Provider is not liable for failure to meet the availability level if the cause is (a) the
Customer’s or User’s equipment or software, (b) a virus or attack on the Customer’s or User’s
security, (c) circumstances beyond the Provider’s control, such as communication failures,
interruptions from providers of AI models or third-party services, (d) a cyberattack, or (e) force
majeure.
12.4 The Provider is not liable for third-party applications provided through the Services other
than to the extent that they are fully integrated and it has been expressly stated that the
Provider is responsible for them.
13. Personal Data
13.1 With regard to the processing of personal data in the Services, the Data Processing
Agreement (the “DPA”) applies. The DPA forms an integral part of this Agreement, and in the
event of any conflict between these Terms and Conditions and the DPA regarding the processing
of personal data, the DPA shall prevail.
13.2 The Customer is the data controller for personal data processed on the Customer’s behalf
through the Services, including recipient data, conversation content, and outgoing
communications. The Provider is the data processor for such processing.
13.3 An updated list of subprocessors (including providers of AI models, cloud infrastructure, and
payment processing) is available at www.selma.ai/subprocessors and forms part of the DPA.
13.4 The Provider hosts the Services within the EEA through subprocessors. The transfer of
personal data to subprocessors outside of EEA takes place only with the support of appropriate
transfer mechanisms in accordance with Chapter V of the GDPR, including the European
Commission’s Standard Contractual Clauses and supplementary safeguards where required.
14. Customer Data
14.1 The Customer retains all rights to Customer Data. The Provider may not use Customer Data
for any purpose other than to provide the Services to the Customer in accordance with this
Agreement and the DPA.
14.2 The Provider may process aggregated and de-identified data derived from Customer Data to
operate, monitor, improve, and further develop the Service, provided that such data cannot be
linked to the Customer, an individual recipient, or an identifiable person.
14.4 The Customer shall ensure that Customer Data is free from malicious code.
14.5 The Customer shall indemnify the Provider for any damages arising from Customer Data
infringing intellectual property rights or other rights or violating applicable law.
14.6 Upon termination of the Agreement, the Customer is responsible for exporting data needed
for future use. The Provider shall make the export feature available in the Services for at least
thirty (30) days from the date of termination.
14.7 After the termination of the Agreement, Customer Data will be stored for 90 days;
thereafter, any remaining material may be deleted or anonymized by the Provider, except to the
extent that longer retention is required by law (e.g., the Accounting Act).
14.8 The Provider’s liability for Customer Data is limited in accordance with Section 17.
15. The AI Service, Transparency, and Model Training
15.1 The Services use artificial intelligence, including language models, to generate personalized
communications on behalf of the Customer. Content generated through the Services constitutes
AI-generated content within the meaning of Regulation (EU) 2024/1689 (“the AI Act”).
15.2 The Customer may not configure or use the Services in a manner that conceals the use of AI
from recipients in violation of the AI Act.
15.3 Allocation of roles under the AI Regulation: The Provider acts as the provider of the
underlying AI system. The Customer acts as the deployer when the Customer uses the Services to
generate and send communications. Each party bears its respective obligations under the AI Act.
15.4 AI output may contain inaccuracies, generate responses that are not in the Customer’s best
interest, or reflect bias in the underlying models. The Customer is responsible for reviewing and
approving AI output before it is sent or used as the basis for decisions.
15.5 Model Training. The Provider shall not use Customer Data or content in communications
initiated by the Customer to train its own or third-party basic models, beyond what is necessary
to provide the Services to the Customer (including personalization within the Customer’s account
and abuse prevention). This provision applies both during the term of the Agreement and
thereafter.
16. Data Security
16.1 Authentication and Encryption. All data transfers between the Customer and the Services
are encrypted using TLS 1.2 or later. Passwords are stored in hashed form. Support for two-factor
authentication and Single Sign-On (SSO) via SAML 2.0 or OIDC is offered to enterprise customers
as specified in the pricing plan.
16.2 Server Environment. The Services run on cloud infrastructure within the EEA with
redundancy across multiple availability zones. The data environment is monitored 24/7 with
redundancy in power, fire, and climate systems, as well as restricted physical and logical access in
accordance with the principle of least privilege.
16.3 Systems and Backups. Logical separation between customers, regular encrypted backups,
firewalls, intrusion detection, and continuous monitoring of security incidents. Recovery
capabilities are tested regularly.
16.4 Confidentiality. Only authorized key personnel have access to Customer Data, and all
personnel are bound by confidentiality agreements.
17. Limitation of Liability
17.1 Force Majeure. A party shall be exempt from liability for failure to perform this Agreement if
the circumstances are beyond the party’s reasonable control and could not have been foreseen,
such as natural disasters, war, sanctions, strikes, fires, pandemics, major disruptions to internet
or power supply, or disruptions affecting third-party providers of AI models or cloud
infrastructure. If a force majeure event persists for more than sixty (60) consecutive days, either
party may terminate this Agreement.
17.2 The Provider’s liability under this Agreement is limited for each calendar year to an amount
corresponding to the fees paid by the Customer to the Provider during the twelve (12) months
preceding the event that triggered the liability, but not exceeding ten thousand (10,000) euros.
17.3 The Provider shall not be liable for indirect or consequential damages, including lost profits,
lost revenue, loss of goodwill, or loss of data.
17.4 The limitations in Sections 17.2 and 17.3 do not apply to (a) damage caused by willful
misconduct or gross negligence, (b) a breach of the confidentiality obligation in Section 19, or (c)
the Provider’s liability under Section 18.2 for third-party intellectual property claims. For any
breach of the DPA the liability cap is two (2) times the fees paid by the Customer during the
twelve (12) months preceding the event.
17.5 To be eligible for compensation, a claim must be filed within two (2) months of the damage
being discovered or should have been discovered.
18. Indemnification
18.1 By the Customer. The Customer shall indemnify the Provider against any third-party claims
arising from (a) content or instructions provided by the Customer to the Services, (b) the
Customer’s use of the Services in violation of this Agreement or applicable law, (c) the
Customer’s selection of recipients or outgoing communications, (d) the Customer’s violation of
data protection or marketing laws in its capacity as a data controller, or (e) the Customer’s
infringement of third-party rights (including intellectual property rights).
18.2 By the Provider. The Provider shall indemnify the Customer against third-party claims based
on that the Services, as provided by the Provider and used by the Customer in accordance with
this Agreement, infringe a third party’s copyright, trademark, trade secret, or European patent.
This obligation does not apply to the extent that the claim is based on (a) Customer Data, (b)
combinations of the Service with products or data not provided by the Provider, (c) modifications
made by anyone other than the Provider, or (d) use after the Provider has provided a non-
infringing alternative or terminated the relevant part of the Services.
18.3 Procedure. The indemnification obligation requires that the indemnified party (a) notifies
the other party in writing of the claim without undue delay, (b) makes no admissions of
infringement, (c) grants the indemnifying party full control over the defense and settlement
(provided that no settlement admits liability or imposes non-monetary obligations without the
indemnified party’s consent), and (d) provides the indemnifying party with necessary assistance
and cooperation.
19. Confidentiality
19.1 The parties agree not to disclose confidential information to third parties during the term of
the agreement or thereafter without the other party’s consent. Confidential Information means
all non-public information to which a party gains access through this Agreement or through the
Services, including business strategies, Customer Data, customer lists, technical solutions,
pricing, and AI configurations.
19.2 This confidentiality provision does not apply to information that (a) is or becomes generally
known without a breach of this Agreement, (b) the receiving party can demonstrate that it
already knew, (c) is obtained from a third party without a confidentiality obligation, or (d) must
be disclosed pursuant to law, a government agency decision, or a court ruling.
19.3 The Provider may disclose confidential information to group companies, partners, sub-
contractors and auditors to the extent necessary to deliver or develop the Services, to the extent
necessary to provide or develop the Services or to fulfill obligations under the Agreement,
provided that such recipients are bound by confidentiality obligations on equivalent terms.
20. Marketing
20.1 The Provider may state that the Customer uses the Services (including in reference lists,
presentations, and on the Customer’s logo) unless the Customer objects to this in writing.
20.3 All marketing via email shall include an option to unsubscribe.
21. Early Termination
21.1 A Party has the right to terminate the Agreement with immediate effect in the event of a
material breach of contract that is not remedied within 30 days of a written notice, or in the
event of insolvency, liquidation, or a similar situation.
21.2 The Provider may temporarily suspend the Customer’s access to the Service (a) in the event
of late payment that has not been rectified within fifteen (15) days of a written reminder, (b) in
the event of an obvious security risk or ongoing illegal use, or (c) upon request from a
government authority or third-party platform. Access will be restored once the issue has been
resolved.
21.3 Any notice of termination shall be as set forth in Section 24.
21.4 The right to use the Services ceases as of the date of termination. Deletion of Customer
Data in accordance with Section 14.
21.5 If the contract is terminated due to a material breach of contract by the Provider, the
Provider shall refund any fees paid in advance by the Customer for the period following the
effective date of termination, calculated on a pro rata basis.
22. Amendment of the Agreement
The Provider has the right to amend the Agreement. Non-material amendments (such as
clarifications, linguistic adjustments, or changes required by law) take effect upon publication on
www.selma.ai. In the event of material changes affecting the Customer (including changes to
fees, liability, data processing, the scope of the Service, or the term of the Agreement), the
Customer will be notified at least thirty (30) days before the change takes effect, via email and/or
through a notice in the Services. The Customer may then terminate the Agreement no later than
the day the change takes effect.
23. Assignment
The Customer may not assign the Agreement or rights hereunder to a third party without the
Provider’s written consent. The Provider may assign this Agreement in connection with a
reorganization or transfer of its business. The new party must accept the terms of the Agreement
in writing.
24. Notifications
24.1 The Provider shall send notices via the Services, email, or mail to the address provided by
the Customer.
24.2 Notices are deemed received no later than three (3) days after mailing, or immediately upon
delivery via email or through the Services.
24.3 The Customer shall keep its contact information up to date in the Services.
24.4 Notifications from the Customer shall be sent via the specified support channels.
25. Governing Law and Dispute Resolution
25.1 This Agreement shall be governed by the substantive law of Sweden
25.2 Any dispute, controversy or claim arising out of or in connection with this Agreement, or the
breach, termination or invalidity thereof, shall be finally settled by arbitration in accordance with
the Rules for Expedited Arbitrations of the SCC Arbitration Institute. The language to be used in
the arbitral proceedings shall be English. The place of arbitration shall be Stockholm, Sweden.
© 2025 Selma AI. Alla rättigheter förbehållna.
