Ava Terms of Service
Last updated: 05 September 2025
Ava is Aforza’s Vertical AI that helps commercial teams work faster and make smarter decisions across sales, trade promotion and field execution. Ava is cloud-based and accessible via the web and supported mobile devices.
These Ava Terms of Service (“Terms”) form a legally binding contract between you and Aforza (“Aforza”, “we”, “us”, “our”) and govern your use of Ava, our websites, software, mobile apps, APIs, and related services (collectively, the “Services”). By registering for or using the Services, you agree to these Terms. If you do not agree, do not register or use the Services.
If you are using the Services on behalf of an organisation, you represent that you have authority to bind that organisation to these Terms. In that case “you” and “your” refer to that organisation. If a separate written agreement signed by Aforza governs your use of the Services, that agreement will control to the extent of any conflict.
Eligibility. You must be legally able to enter into this contract and comply with applicable law to use the Services.
Contracting Entity and Notices. Your contracting entity and contact details are:
- Aforza Limited, registered number 11889388 at 3rd Floor, 1 Ashley Road, Altrincham, Cheshire, WA14 2DT.
- VAT ID is 320089336.
- Support: support@aforza.com
1. Privacy: Your use of the Services is subject to our Privacy Policy located at aforza.com/privacy-policy and our Data Protection Addendum (DPA) at info.aforza.com/legal-agreements/dpa for customers that process personal data. The Privacy Policy explains how we collect, use, and protect information. Where required, we enter into appropriate transfer mechanisms and safeguards for international data transfers.
2. Changes to these Terms: We may modify these Terms. We will post the latest version at www.aforza.com/ava-terms-of-service and, if changes are material, notify you via the Services or email. If you do not accept the changes, you must stop using the Services and cancel your account per Section 22. Continued use after notice means you accept the updated Terms. Any order-specific or supplemental terms we present to you will govern to the extent of a conflict.
3. Your Account: You may need an account, user ID and password. You agree to provide accurate, current, and complete information and to keep it updated. Each user must have a separate account. You are responsible for all activity under your account and for maintaining the confidentiality of credentials. If you suspect unauthorised use, contact support@aforza.com immediately.
If your account includes an administrative console, you may configure user settings, features, and controls made available by Aforza.
4. Managed Email Domains and Organisation Control: If the email domain associated with your account is owned or controlled by an organisation that establishes a direct relationship with Aforza, after reasonable notice we may treat your account as managed by that organisation. The organisation may manage, suspend, or terminate accounts, reset passwords, view usage and profile data, and access, manage, or delete content associated with organisation accounts.
5. Electronic Communications and Marketing: By creating an account or using the Services, you consent to receive service and administrative messages (for example, notices about usage, security, or updates) via email, in-app messages, or SMS. You can manage non-essential marketing preferences in your account settings or by using provided unsubscribe mechanisms. For SMS, standard carrier rates may apply.
6. Customer Content and AI Inputs/Outputs: “Content” means electronic data, documents, images, text, audio, video, prompts, queries, instructions, and other materials you or your users submit to or store in the Services, including AI prompts and outputs stored by you.
Ownership. You retain all rights to your Content. We do not claim ownership of it. You are responsible for your Content and for ensuring you have all necessary rights and permissions to use and share it.
Our Use of Content. You grant Aforza and its subprocessors a worldwide, non-exclusive licence to host, process, transmit, display, and reproduce Content as necessary to provide, maintain, secure, and support the Services, to prevent or address service or security issues, to comply with law, and as otherwise permitted in these Terms and the DPA.
Sharing Content. If you share Content, you may enable others to access, use, copy, or distribute it. You are responsible for your sharing settings and consequences of sharing.
7. Copyright Complaints: We respect intellectual property rights. If you believe material in the Services infringes your copyright, please submit a notice to support@aforza.com or Aforza Limited, 3rd Floor, 1 Ashley Road, Altrincham, Cheshire, WA14 2DT with the information required by applicable law. We may remove alleged infringing material and may terminate repeat infringers.
8. Confidential Information: Each party may disclose non-public information marked or reasonably considered confidential (“Confidential Information”). The receiving party will use the same care to protect it as it uses for its own similar information, not less than reasonable care, will use it only to perform under these Terms, and will limit disclosure to those who need to know and are bound to confidentiality. Exclusions include information that is public, already known without duty, independently developed, or rightfully received from a third party. Either party may disclose Confidential Information to comply with law or court order after giving notice where lawful. Customer Content and payment information are your Confidential Information. Aforza product roadmaps, security documentation, and non-public pricing are Aforza Confidential Information.
9. Data Hosting and Residency: The Services are delivered from cloud infrastructure operated by our key platforms and providers. Aforza supports selecting regional hosting options where available. Metadata, logs, and certain processing may occur in other regions for resilience and support. You are responsible for configuring eligible data residency settings to meet your obligations.
10. Acceptable Use Policy
You will not, and will not permit others to:
a) misuse the Services, interfere with or disrupt them, probe or scan networks, or bypass security controls
b) share credentials, resell, or provide the Services to third parties except as permitted
c) upload or transmit malware or illegal content, or content that is defamatory, harassing, obscene, or that infringes rights of others
d) reverse engineer or attempt to derive source code except to the extent such restriction is prohibited by law
e) use automated means to access the Services beyond documented APIs and fair use limits
f) use the Services for high-risk activities where failure could lead to death or serious injury (for example, emergency services, air traffic control, nuclear facilities)
g) build a competing product or service using the Services or access to them
h) violate export, sanctions, or anti-corruption laws
We may throttle, block, or remove content or activity that breaches this policy.
11. Suspension and Termination: We may suspend or terminate your access if: you breach these Terms, your use causes risk or harm, you fail to pay fees when due, or we choose not to renew your subscription. Where reasonable and lawful, we will give advance notice and an opportunity to cure. Following termination, you may request export of your Content for 14 days unless we terminated for cause due to your material breach or unlawful content. We have no obligation to retain Content beyond that period.
12. Changes to the Services: We may modify or discontinue features, functionalities, or components. If we make a material reduction to core functionality of a paid plan, we will notify you in advance and you may terminate the affected subscription as your sole remedy.
13. Third-Party Services: The Services may interoperate with or enable access to third-party products and services. Your use of third-party services is governed by those third parties’ terms, not by Aforza. We are not responsible for third-party services’ acts, omissions, or data handling.
14. Aforza Proprietary Rights: We and our licensors own all rights in the Services, software, documentation, designs, and know-how, including updates and improvements. No rights are granted except as expressly stated. If you provide feedback or suggestions, you assign to Aforza all right, title, and interest in that feedback.
15. No Warranties: Except as expressly stated in a separate written agreement or an applicable SLA, the Services are provided “as is” and “as available”. We disclaim all warranties and conditions, express or implied, including merchantability, satisfactory quality, fitness for a particular purpose, and non-infringement. We do not warrant that the Services will be uninterrupted or error-free or that data will be secure or not lost.
16. Indemnification by You: To the extent permitted by law, you will defend and indemnify Aforza against third-party claims and liabilities arising from: (a) your Content or your use of the Services violating law or third-party rights, or (b) your breach of these Terms. We will provide prompt notice and reasonable co-operation at your expense.
17. Limitation of Liability: To the extent permitted by law, neither party will be liable for indirect, special, incidental, consequential, exemplary, or punitive damages, or loss of profits, revenue, goodwill, or data, even if advised of the possibility.
Each party’s aggregate liability arising out of or related to the Services is limited to the fees paid or payable by you to Aforza for the Services giving rise to the claim in the 12 months before the event. These limits do not apply to liability that cannot be limited by law, your payment obligations, or your indemnification obligations.
18. Dispute Resolution and Governing Law: Export compliance. You must comply with all domestic and international export control and sanctions laws that apply to your use of the Services, including restrictions on destinations, end users and end use.
If you reside in the United States. These Terms and your relationship with Aforza are governed by the laws of the State of California, USA without regard to conflict of law principles. The United Nations Convention on Contracts for the International Sale of Goods, the Uniform Commercial Code and the Uniform Computer Information Transactions Act, and any law effectuating those instruments, do not apply. All claims must be litigated exclusively in the federal or state courts located in Santa Clara County, California, USA and each party consents to personal jurisdiction in those courts. Aforza may seek injunctive relief in any court of competent jurisdiction.
If you reside outside the United States excluding Japan. These Terms and your relationship with Aforza are governed by the laws of England and Wales. The United Nations Convention on Contracts for the International Sale of Goods and the Uniform Computer Information Transactions Act do not apply. All claims must be litigated exclusively in the courts of London, England and each party consents to the exclusive jurisdiction of those courts. Aforza may seek injunctive relief in any court of competent jurisdiction.
Class action waiver. To the extent permitted by law, you may only resolve disputes with us on an individual basis. You may not bring a claim or proceed as a plaintiff or class member in a class, consolidated or representative action or in a group arbitration.
19. Trials and Beta Features: Trials run for the period stated at sign-up or, if unspecified, 14 days. Unless you cancel before the end of the trial, your subscription may convert to a paid plan and the payment method on file will be charged. We may provide beta or pre-release features. Beta features are provided “as is”, may be changed or withdrawn, and are excluded from SLAs.
20. Fees and Taxes: Paid plans require payment of the fees quoted at purchase (“Fees”). Fees are exclusive of taxes. You are responsible for taxes, duties, and charges assessed on your purchase, other than taxes on our income. We may change prices for renewals. If you do not agree to changes, cancel before renewal per Section 22.
21. Billing and Payment: You must provide current, accurate, and authorised payment details. You authorise Aforza to charge your payment method for recurring subscriptions, add-ons, overages, and applicable taxes. If payment fails, we may suspend or terminate the Services. Late amounts may accrue interest at 1.5% per month or the maximum allowed by law, whichever is lower, plus reasonable collection costs.
22. Subscription Term, Renewal, and Cancellation
Plans. We may offer monthly and annual subscription plans.
Auto-Renewal. Subscriptions auto-renew for successive terms unless cancelled at least 3 business days before the renewal date.
Cancellations. You can cancel by emailing support@aforza.com. For annual plans, reductions or downgrades typically take effect at renewal. Except where required by law or stated otherwise, fees are non-refundable and paid commitments run to term.
23. Seat-Based Plans, Fair Use, and Overage: Each user requires a paid seat unless your plan states otherwise. If we notify you that your organisation has more users than purchased seats (“Excess Users”), you must purchase additional seats or permanently remove Excess Users within 7 days. We may reasonably restrict deployment until resolved and may charge pro-rated fees for Excess Users coterminous with your current term. Fair-use and rate limits may apply to API calls, storage, and message volumes.
24. Software and APIs: Use of any Aforza downloadable software or SDKs is licensed, not sold, and solely to enable your authorised use of the Services. Software may update automatically. You may access documented APIs subject to applicable limits, security requirements, and our developer policies.
25. Ava AI Specific Terms
a) AI Operation. Ava generates outputs based on your inputs and context. Outputs are probabilistic and may be inaccurate or incomplete. You are responsible for evaluating outputs and for human review where appropriate. Ava does not replace professional judgement.
b) Inputs and Outputs. Your prompts, context, and stored outputs are treated as your Content when saved to your tenant. Queries and outputs not stored by you may be processed transiently to deliver the feature.
c) Model Training. Aforza does not use your Content to train foundation models or improve general-purpose AI models without your explicit, opt-in consent. We may use aggregated, de-identified telemetry to operate, secure, and improve the Services.
d) Prohibited AI Uses. You must not use Ava to generate or disseminate unlawful content, exploit minors, perform biometric identification, create malware, or engage in disinformation or activities that threaten human rights.
e) High-Risk Use. Do not use Ava for life-critical or safety-critical purposes.
f) IP and Third-Party Rights. You are responsible for ensuring that your inputs and use of outputs do not infringe third-party rights. Aforza does not guarantee that outputs are unique or free from third-party rights.
26. Regional Hosting Options: Where offered, you may select hosting regions for supported data. Some processing, logs, or backups may occur in other regions for resilience, support, and security. You are responsible for configuring available residency controls.
27. Professional Services: If you purchase consulting, enablement, or training (“Professional Services”), the scope will be as set out in a statement of work or order form. Aforza owns all materials it provides, excluding your trademarks and Confidential Information. We grant you a limited, non-transferable licence to use deliverables for your internal business with the Services. We warrant Professional Services will be performed in a professional and workmanlike manner; your exclusive remedy is re-performance of non-conforming services if notified within 7 days of delivery.
28. General
28.1 Severability and Entire Agreement. If a term is unenforceable, the remainder remains in effect. These Terms, together with any order forms, the Privacy Policy, DPA, and applicable service descriptions, are the entire agreement regarding the Services.
28.2 Assignment. You may not assign these Terms without our prior written consent. We may assign or transfer our rights and obligations without notice, including to an affiliate or in connection with a merger or sale.
28.3 Independent Contractors and Third-Party Beneficiaries. The parties are independent contractors. No third-party beneficiaries.
28.4 Waiver. A failure to enforce a provision is not a waiver.
28.5 Government Terms. The Services are “commercial computer software” and “commercial items”. If accessed by U.S. government users, rights are limited per applicable regulations.
28.6 Mobile and Safety. Do not use the Services in a manner that distracts from safety or violates law.
28.7 Illegal Content and EU Digital Services Act. You may not distribute illegal content. To report content you believe is illegal or violates these Terms, contact support@aforza.com. We may remove reported content and suspend access where appropriate. You may appeal via support@aforza.com.
28.8 Children’s Data. The Services are not directed to children. Do not create accounts for individuals under 18 without verifiable consent where required. You are responsible for obtaining any legally required consents for processing minors’ data.
29. Export, Sanctions, and Anti-Corruption: You must comply with all applicable export control, sanctions, and anti-corruption laws. You represent that you are not on any restricted list and will not use the Services in prohibited jurisdictions or for prohibited end uses.
30. Contact
Questions about these Terms: support@aforza.com