The journey begins...
SmartaAI began its journey over 30 years ago. Initially working on the concept for a music composition tool, founder Rob Clennell was inspired by a Harvard lecture series given by renowned composer Leonard Bernstein.
Rob noticed that certain musical properties could be viewed as a form of the physical 'Principle of Least Action' extended to ‘Information Theory’. However, the most difficult problem was how the music composition tool could assist the composer without it simply imposing its own musical 'rules'. The system had to somehow be ‘programmed’ and yet have no ‘rules’ of its own! When extended to 'Artificial General Intelligence' this takes the form of an A.I. system that 'has no rules'. This apparently insoluble problem has a clear and very profound solution, and this solution forms the basis of the SmartaAI system.
Rob was the driving force behind our technology and has been at the forefront of AGI development for over 30 years.
1988 - The SmartaAI concept was initially developed when company founder Rob Clennell was inspired by a Harvard University Lecture on the links between music theory and physics. He originally called his concept Generic AI.
1989 - Rob solved the core theoretical problem that was the basis for our general-purpose artificial intelligence system. However, Rob had to be really patient, as it would be at least 20 years until commercially available computers would become fast enough to turn his theory into a commercial endeavour.
2002 - Research and Development begins. Parallel processing (the technique needed to run the type of data analysis our system uses) was advanced enough to start developing a commercial application of Rob’s theoretical model.
2009 - Rob started to work with the UK Home Office - Office for Security and Counter-Terrorism on a project analysing crowd behaviour. This and other projects made it possible to test Rob’s theory in real-life situations.
2019 - Viva la Revolution! AI started to become more mainstream around the world, and Rob’s Generic AI system has become technically feasible following advancements in computational power. Rob began to assemble a team to start bringing the system to businesses.
2021 - We began working closely with the Transmit Startups team to develop an intelligent chatbot for their website. The project showed them the huge benefit of introducing our AGI model to their business, and to their community of small businesses. Subsequently, the Transmit team invests in Rob’s company.
2022 - Utilising Transmit’s sister brand, SmartaAI is born, providing AI consulting services with the Generic AI algorithm at its core.
Rob Clennell is a software developer with over thirty years of experience in the field of AI. He is an original thinker and polymath, with knowledge and skills in art and design, computer programming, physics, mathematics and music. He is now CEO of Generic A.I. Applications, applying the Generic AI system to business in the form of SmartaAI applications.
Richard Myers is a respected expert in the field of business startups. A successful serial entrepreneur with numerous businesses under his belt, Richard is the co-founder and commercial director of Transmit Startups and Smarta. His experience of starting and scaling several businesses has equipped him with a wealth of expertise which he now brings to the commercial implementation of the SmartaAI system.
Ian Straker has launched several successful businesses, before co-founding Transmit Startups and taking on the role of Operations Director. A former DJ and record label owner, Ian’s entrepreneurial experience started with several successful music businesses, before moving into consultancy and launching a tech startup for music sharing (like Napster, but legal). In recent years he’s swapped the decks for databases and he is now bringing his considerable expertise in finance and operational planning to the SmartaAI team.
Damian Baetens is a well-known name in the UK startup sector. He started his career working with some major names (we won’t namedrop…) in the UK music industry, as a self-employed artist manager. From there he went on to carve out a successful career as a consultant in the creative industries. He is co-founder and Business Support Director at Transmit Startups and leads on Learn Smarta. Damian brings first-hand experience of starting and growing a company to the scaling of the SmartaAI system.
We take your privacy seriously and are committed to maintaining the trust and confidence of our clients, visitors to our website and subscribers to our newsletter. Maintaining the security of your data is critical and we have implemented measures to ensure your privacy rights are respected and applied. We commit to process your data fairly, legally and to be transparent about how we do so.
This notice, which applies whether you use our services or use our website, explains our approach to data integrity and your individual rights.
It does not apply to pages hosted by our referral partners, independent consultants, and associates.
By registering with Smarta you consent to the collection, use and transfer of your information under the terms of this notice.
Put simply, we set out what we are going to do with your data in this Privacy Notice.
We ask you to read this Privacy Notice to ensure you are happy with the way that Smarta will process your data.
We ask you to confirm that you agree with our Privacy Notice when you confirm your decision to enter into a customer relationship with us.
We provide the option to opt into the different marketing options that you prefer.
The processing of personal data is governed by the General Data Protection Regulation 2016/679 (GDPR).
The notice may change from time to time so please check for updates.
If you need further details or are unsure in any way, please contact us at firstname.lastname@example.org .
Who are we?
Smarta is a trading name of Transmit Start-Ups Ltd which is a Limited Company registered in England. (referred to as “Smarta” “Transmit”, “we”, “our” or “us” in this notice).
Our registered number is 08702257.
Our registered office is Northern Design Centre, Baltic Business Quarter, Abbott's Hill, Gateshead, NE8 3DF.
What personal information do we collect and process?
We collect and process your data in the following circumstances:
When you register to join Smarta
When you join the small business directory
When you use our website
When you sign up for our mailing list
When you complete the contact form on our website
When you contact us through other means such as email, telephone, or web chat
Smarta may collect the following information about you:
Your name, date of birth and gender
Your ethnicity, qualification levels and employment status
Your contact details: postal address, telephone numbers (including business, personal & mobile numbers) and e-mail address
Your device’s IP address
Your online browsing activities on the Company website
Your communication and marketing preferences
Your interests, preferences, feedback, and survey responses
Your correspondence and communications with us
Other publicly available personal data, including any which you have shared via a public platform (such as a LinkedIn profile, Twitter feed or public Facebook page).
Information about your business
This list is not exhaustive, and, in specific instances, we may need to collect additional data for the purposes set out in this notice. Some of the above personal data is collected directly, for example when you engage with us. Other personal data is collected indirectly, for example your browsing activity. We may also collect personal data from third parties who have your consent to pass your details to us, or from publicly available sources.
Why do we collect and process your personal information?
We only collect and process the information needed to effectively provide our services to you, as well as for contact and communication purposes.
We will use your personal information as part of our internal reporting processes.
How is your personal information used?
We use your personal data:
To provide services to you
To effectively communicate with you
To respond to your enquiries
To make our website and other social media content available to you
To verify your identity
For crime and fraud prevention, detection, and related purposes (if mandated by law)
To contact you (with your agreement) electronically about promotional offers and services which may interest you
For market research purposes and to better understand your needs
To enable us to manage service interactions with you
To ensure compliance with our contractual obligations, including auditing and reporting, we have in providing our service to you
Where we have a legal right or duty to use or disclose your information (for example in relation to an investigation by a public authority or in a legal dispute)
Test new systems and check upgrades to existing systems to improve our service delivery
Help improve our products and services, for quality control, security, internal record keeping and other business needs
Certain types of personal information, such as gender and ethnicity, are used only as part of our contractual reporting requirements, for the purposes of monitoring and promoting equal opportunities.
The lawful basis for processing your personal information
We may collect, hold, and process your personal data on the basis of legitimate interest where it is necessary in order for us to fulfil our needs as a business and to be able to provide you with our services, including, but not limited to:
To send you information about your loan
To provide details of the benefits available as part of the loan agreement
Protecting customers, employees and other individuals and maintaining their safety, health, and welfare
Promoting, marketing, and advertising our products and services
Understanding our customers’ behaviour, activities, preferences, and needs
Improving existing products and services and developing new products and services
Complying with our legal and regulatory obligations
Preventing, investigating, and detecting crime, fraud or anti-social behaviour and prosecuting offenders, including working with law enforcement agencies
Handling customer contacts, queries, complaints, or disputes
Protecting Transmit Start-Ups Ltd., its employees, and customers, by taking appropriate legal action against third parties who have committed criminal acts or are in breach of legal obligations to us and our staff
Effectively handling any legal claims or regulatory enforcement actions taken against us
Fulfilling our duties and obligations to our customers, staff, colleagues, shareholders, and other stakeholders.
We collect, hold, and process your personal data on the basis that you give us consent when you accept this Privacy Notice.
We will seek your consent to hold and process your data when you sign up to our mailing list or we need to ask for any sensitive data as part of the application process. If you chose not to sign up to our mailing list, we will still communicate with you when necessary as part of our contractual obligations.
You remain in control of the personal data you share with Transmit. You can change your preferences at any time, by choosing whether you want to give consent to your data being processed for specific types of communication and / or communication channels.
We may use your personal information to contact you if we reasonably believe that the processing of your personal data will prevent or reduce any potential harm to you. This type of notification is in your vital interest.
We may use and process your personal data to comply with our legal obligations such as HMRC requirements, if it is genuinely needed for law enforcement, to identify you as an individual if you contact us, or to verify the accuracy of your data.
Who we share your personal information with
Our service providers and suppliers
In order to make certain services available to you, we may need to share your personal data with some of our service partners. These include HMRC, cloud storage and IT providers.
Transmit only allows its service providers to handle your personal data when we have confirmed that they apply appropriate data protection and security controls. We also impose contractual obligations on service providers relating to data protection and security, which mean they can only use your data to provide services to Transmit and to you, and for no other purposes.
Where your personal information is stored
Your information is stored on dedicated hardware used by Transmit Startups and all data is held and backed up within the UK or EU or is covered by the EU-US Privacy Shield Framework .
The data is stored within a MariaDB database in a secure hosting environment. The only way to access the database is via a server console or via SSH.
User data is also synced into Hubspot – a cloud-based Customer Relationship Management system.
Images & Assets are securely hosted on a service called S3 - which is an Amazon Web Service (AWS) service. Only authenticated users within the site have access to push files to this location.
Where you communicate with us by email, we may store copies of the emails. Our email service is provided through Google G Suite .
How we keep your personal information secure
We are committed to keeping your personal data safe and secure.
Our security measures include:
Encryption of sensitive data
Back up of data
Implementing risk management and data impact assessment analysis
Regular cyber security assessments of all service providers who may handle your personal data
Security controls which protect our IT infrastructure from external attack and unauthorised access
Internal policies setting out our data security approach and training for staff.
Only authorised and trained personnel can access your personal information if required to do so as part of their legitimate job role.
How long we keep your personal information
We will not retain your data for longer than necessary for the purposes set out in this notice. As long as you wish to be a customer of Smarta or be displayed in our directory we will retain your data for that purpose.
Your personal data stored in the website’s database will be automatically deleted from here after five years. You can request the amendment or deletion of your data at any time.
Automated decision making, including profiling
We may retain some data for reporting and statistical purposes however this will only occur after removing all personal information that would allow an individual to be identified. This is called anonymisation.
Transmit do not engage in any profiling activity.
When do we collect your information?
Our website has forms built-in to allow the user to create an account and interact with the site via the submission of data. When you use our forms, the information submitted is securely stored in the website’s database. Your personal data stored in the website’s database will be automatically deleted from here after five years. Your personal data is encrypted by the website.
The website is built using a framework called Laravel (it is an open-source PHP MVC framework for bespoke platform development).
The forms are built within this stack using VueJS, form data is submitted via Axios (AJAX HTTP requests) to a controller that parsers the data and stores in within a data store.
Sensitive data and passwords are encrypted using OpenSSL and the AES-256-CBC cipher.
If you opt-in to our newsletter when registering we collect your email address and name so that we can correspond with you. Your personal data will be stored on the website and Hubspot, which we use to send our newsletters. You can request to be removed anytime by clicking ‘unsubscribe’ in any newsletter/mailout or by contacting us.
Online data management (analytics and security)
When someone visits our website, we use a third-party service, Google Analytics, to collect standard internet log information and details of visitor behaviour patterns.
We collect information about your computer and about your visits to and use of this website (including your IP address, geographical location, browser type, referral source, length of visit, entry and exit points and the number of page views).
We do this to find out things such as the number of visitors to the various parts of the site.
This information is only processed in a way which does not identify anyone.
We do not make and do not permit Google to make, any attempt to find out the identities of those visiting our website.
If we do ever want to collect personally identifiable information through our website, we will be upfront about this. We will make it clear when we collect personal information and will explain what we intend to do with it.
Website security and backups
Our website has HTTPS encryption via a Let’s Encrypt SSL certificate to ensure any data passed between your browser and the web server (where this website is hosted) is encrypted. When you are on a secure page, a lock icon will appear on the bottom of web browsers such as Microsoft Internet Explorer.
This website and its database are automatically backed up every day via our hosting provider AWS (Amazon Web Services). Backups are stored for 90 days in the EU Region.
Links to Other Web Sites
This Privacy Notice does not cover the links within our site linking to other websites. Those sites are not governed by this Privacy Notice, and if you have questions about how a site uses your information, you will need to check that site’s privacy information.
Cookies are essential for the effective operation of our website; they make it easier for you to maintain your preferences on our website and improve your web browsing experience.
The cookies stored on your browser, computer, or other device when you access our websites are designed by Smarta, or on behalf of us, and are necessary to improve your use of our site.
A cookie often includes a randomly generated number which is stored on your device. Many cookies are automatically deleted after you finish using the website.
This website does not store any information that would, on its own, allow us to identify individual users of this service without their permission. Any cookies that may be used on this website are used either solely on a per session basis or to maintain user preferences. Cookies are not shared with any third parties.
The main purposes for which cookies are used are:
For technical purposes essential to effective operation of our websites, particularly in relation to site navigation.
To enable us to collect information about your browsing patterns, including to monitor the success of conveying our information to you.
Types of cookies that may be used during your visit to the website are listed below:
What It Does
Session cookies are a way of storing the user information across multiple user requests via secure encrypted cookies. This cookie will be deleted after the current session is finished.
CSRF "token" for each active user session managed by the application. This token is used to verify that the authenticated user is the one making the requests to the application.
Registers a unique ID that is used to generate statistical data on how the visitor uses the website.
Registers a unique ID that is used to generate statistical data on how the visitor uses the website.
Used by Google Analytics to throttle request rate.
This cookie is used to measure, track, and retarget with Facebook ads.
How do I disable cookies?
Most browsers allow you to reject all cookies, whilst some browsers allow you to reject just third-party cookies. For example, in Chrome, you can block or allow all cookies by default. On your computer, open Chrome. At the top right, click ‘More Settings’, then under 'Privacy and security', click Cookies and other site data and select an option.
How you can do this will depend on the browser you use. Further details on how to disable cookies for the most popular browsers are set out below. Please be aware that blocking all cookies will, however, have a negative impact upon the usability of many websites, including ours.
Microsoft Internet Explorer
1. From the Tools menu, select Internet Options.
2. Click on the Privacy tab.
3. Select the appropriate settings.
1. Choose Settings> Advanced
2. Under “Privacy and security,” click “Content settings”.
3. Click “Cookies”
1. Choose Preferences > Privacy
2. Click on “Remove all Website Data”
1. Choose the menu “tools” then “Options”
2. Click on the icon “privacy”
3. Find the menu “cookie” and select the relevant options
Opera 6.0 and further
1. Choose the menu Files”> “Preferences”
To deliver a full range of services to you, it may be necessary for us to share your data outside of the European Economic Area. This will typically occur when service providers are located outside the EEA or if you are based outside the EEA. These transfers are subject to special rules under GDPR.
If this happens, we will ensure that the transfer will be compliant with data protection law and all personal data will be secure. Our standard practice will be to use ‘standard data protection clauses’ which have been approved by the European Commission for such transfers. Those clauses can be accessed on the European Commission website.
How you can help protect your personal information
If you are using a computing device in a public location, we recommend that you always log out and close the website browser when you complete an online session.
In addition, we recommend that you take the following security measures to enhance your online safety:
Keep your account passwords private. Remember, anybody who knows your password may be able to access your account.
When creating a password, use at least 10 characters. A combination of letters, symbols and numbers is best. Try not to use easy to guess words, your name, email address, or other personal data that can be easily obtained. We also recommend that you frequently change your passwords.
Avoid using the same password for multiple online accounts.
Your rights in respect of the personal information we hold
If you wish to correct, complain, object, or otherwise control the data we hold please contact us and we will respond accordingly.
Please contact us if you have any questions about how your personal information is being used or if you are unhappy about our service or anything we do. We will do our best to resolve the issue.
An overview of your different rights
You have the right to request:
Access to the personal information we hold about you, free of charge.
The correction of your personal information when incorrect, out of date or incomplete.
For example, when you withdraw consent, or object and we have no legitimate overriding interest, or once the purpose for which we hold the personal information has come to an end.
That we stop using your personal information for direct marketing (either through specific channels, or all channels).
That we stop any consent-based processing of your personal information after you withdraw that consent.
Your right to withdraw consent
Whenever you have given us your consent to use your personal information, you have the right to change your mind at any time and withdraw that consent.
Where we rely on our legitimate interest
In cases where we are processing your personal information based on our legitimate interest, you can ask us to stop for reasons connected to your individual situation. We must then do so unless we believe we have a legitimate overriding reason to continue processing your personal information.
You have the right to stop the use of your personal information for direct marketing activity through all channels, or selected channels. We must always comply with your request.
How you can access the personal information we hold
You can access a copy of the personal information we hold by submitting a Subject Access Request to us using the contact details below.
We will respond to as soon as possible, and in any event, within one month of verifying the request. Our Subject Access Request policy can be provided on request.
To protect the confidentiality of your personal information, we will ask you to verify your identity before proceeding with any request you make under this Privacy Notice. If you have authorised a third party to submit a request on your behalf, we will ask them to prove they have your permission to act.
Getting in touch with Smarta
We can be contacted at:
Northern Design Centre,
Baltic Business Quarter,
Phone: 0333 355 4886
The Supervisory Authority in the UK
The Supervisory Authority in the UK is the Information Commissioners Office (ICO).
Transmit Start-Ups Ltd can be found on the Data Protection Register. The registration number is ZA047144.
If you would like to make a complaint about the way your personal data has been handled by Smarta, you can contact us using the details given above. Our complaints policy can also be provided on request.
Alternatively, you can refer your complaint to the ICO - https://ico.org.uk/make-a-complaint/