How AcademyApp uses AI

Version 2.1.0 · Effective date: 17 October 2026 · AcademyApp

1. What our AI features do

AcademyApp includes features that use artificial intelligence to help academy staff, including our assistant, Coachy. Coachy helps owners, managers, supervisors and coaches use AcademyApp: it explains features, guides them through tasks and, with their confirmation, completes actions for them. It works within the staff member's own permissions. Coachy is for academy staff only; parents and children do not use it.

Other features use AI to help staff draft messages and website content, create images and training plans, and, where an academy chooses to turn it on, answer enquiries on its website. That enquiry chat always says that it is an AI assistant.

2. Who is responsible

• The academy is the controller of its members' information. It decides whether to use AI features, tells its families about them in its privacy notice, and handles their requests.
• AcademyApp (Marvin Lumic Limited) provides the features as the academy's processor, and is the controller only for improving its products (section 4).
• Our AI providers process information on our instructions as sub-processors, under contract. They are listed on our sub-processor list (/sub-processors).

3. Safeguards

• Staff confirm before Coachy changes anything, and its actions are recorded.
• We apply technical and organisational measures to limit what reaches AI providers. Children's health information is not shared with them, and children are not identified by name to them.
• Photos and videos are not sent to AI providers.
• Our AI providers may not keep the information or use it to train their models.
• Staff are asked not to enter children's personal details into the assistant.

4. Improving our products

AcademyApp reviews how its AI features are used, such as which questions could not be answered, to improve the product. For this purpose AcademyApp is the controller, relying on its legitimate interest in providing a product that works well. Children are not identified in this review. Conversations with Coachy are kept for up to 180 days and records of its actions for up to 2 years. Only authorised AcademyApp staff can access them, for support and to improve the service. You can object to this use at any time by contacting the academy or hello@academyapp.co.uk.

5. Your choices

• Academies can switch Coachy off for their academy at any time.
• Parents can object to their child's information being used with AI features by contacting the academy. This does not affect the child's place at the academy.
• Parents and staff can ask the academy for a copy of their information or for it to be erased, as described in the academy's privacy notice.