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Latitude AI Privacy Notice

Effective Date: April 18th, 2023

This Privacy Notice (“Notice”) describes the types of information about you that Latitude AI LLC, our parent company Ford Motor Company, and our affiliates or subsidiaries (“Latitude AI,” “we,” “us,” “our”) collects, uses, and discloses when you visit our website or any other online location where this Notice is made available to you and through our on-road test vehicles (collectively, the “Services”). This Notice also informs you of your rights and choices with respect to the personal information we collect about you.

Our Services may contain links to other, third-party websites that we do not operate. If you click on a third-party link and visit another website we do not operate, we encourage you to review the privacy policy of the other website.

By using the Services, you agree to our Terms of Use. This Notice, and the data practices described in this Notice are incorporated into our Terms of Use. If you do not agree with the practices described herein, discontinue use of the Services. Any changes to this Notice will become effective upon posting of the revised Notice on our Services.

If you have any questions or wish to exercise your rights and choices, please contact us as set out in the “Contact Us” section below. For state-specific disclosures, please see the additional disclosures at the end of this Notice. Additionally, please note that the U.S. State Notices at Collection, Rights, and Choices also serves as our Notice at Collection for California residents for purposes of the California Consumer Privacy Act (CCPA).

This Notice has been designed to be reasonably accessible to people with disabilities. If you experience any difficulties accessing the information in this Notice, please contact us at

Collection of Information

We collect two types of information: Personal Information and Other Information.

Personal Information is information:

Personal Information includes Sensitive Personal Information (as that is defined by applicable state laws). We may collect and use Personal Information for typical business management, operational and commercial purposes (including to defend and protect us and others from harm or legal claims, and as required by applicable law), and as described more specifically below.

In connection with the Services, we collect the following categories of information:

Please note that we do not apply any facial recognition or other personally identifying technology to the images and other data collected by the Vehicles.

Sources of Information

We collect the above categories of information from the following categories of sources:

Use of Information

We use the information we collect for business and commercial purposes in accordance with the practices described in this Notice. Our business and commercial purposes for using information include:

Disclosure of Information

We disclose information we collect with other entities in accordance with the practices described in this Notice. The categories of Personal Information referenced in this section can be found in the Notice at Collection below. The categories of entities to whom we disclose information, including in the last 12 months, are as follows:

Cookie Technologies on the WebsiteChildren

The Services are intended for a general audience and not directed at children. We do not knowingly collect Personal Information (as defined by the U.S. Children”s Privacy Protection Act, or “COPPA”) from children. If you are a parent or guardian and believe we have collected Personal Information in violation of COPPA, contact us at We will remove the Personal Information in accordance with COPPA.


We implement and maintain reasonable administrative, physical, and technical security safeguards to help protect information about you from loss, misuse, unauthorized access, disclosure, alteration, destruction, or modification. Nevertheless, transmission via the internet is not completely secure and we cannot guarantee the security of information about you collected through the Services.

International Transfers

The Services are hosted in the United States. By using our Services, you understand that your information will be transferred to our data center and servers in the United States and potentially to other parties with whom we may share information as described in this Notice. The data protection and other laws of the United States and other countries might not be as comprehensive as those in your country of residence. If you are outside the United States and do not agree to the transfer of information about you to the United States, you should not use the Services.

U.S. State Notices at Collection, Rights, and Choices

These additional disclosures apply only to individuals with rights under U.S. State Privacy Laws. For purposes of this section, the terms “consumer”, “Personal Information”, “categories of Personal Information”, “cross-context behavioral advertising”, “targeted advertising”, “business purpose”, “third party”, “sell”, and “share” have the meanings ascribed to them respectively in the U.S. State Privacy Law.

A. Notice at Collection

In the past 12 months, we have collected the following categories of Personal Information:

Aggregate or De-identified Information. We collect, use, and disclose information that does not identify you (including information that has been aggregated or de-identified) except as prohibited by applicable law. We will maintain and use de-identified information in de-identified form and will not attempt to re-identify the information, except to make sure the information is truly de-identified.

For more information on information we collect, including the sources we receive information from, review the Collection of Information section. We collect and use these categories of Personal Information for the business and commercial purposes described in the Use of Information section, including to provide and manage our Services.

Latitude AI does not sell, or share for cross-context behavioral advertising, Personal Information about you. We use and partner with different types of entities to assist with our daily operations and manage our Services. Please review the Disclosure of Informationsection for more detail about the parties we have disclosed Personal Information to.

We retain Personal Information for as long as is needed to carry out the purposes we've described, or as otherwise required by law. The criteria used to determine the applicable retention period for Personal Information includes the length of time we have an ongoing relationship with the consumer and whether there is a legal obligation to which we are subject that requires us to retain the Personal Information. Where we have no continuing purpose to process the Personal Information, we will either delete or anonymize it or, if this is not possible (for example, because the Personal Information has been stored in backup archives), then we will securely store the Personal Information and isolate it from any further processing until deletion is possible.

B. Right to Know, Delete, and Correct

To the extent provided under applicable laws, you have the right to know certain information about our data practices. In particular, you may have the right to request the following from us up to two times every 12 months:

You may also have the right to request the specific pieces of Personal Information we have collected about you.

In addition, you may have the right to correct and delete the Personal Information we have collected about you, subject to certain exceptions allowed under applicable law.

To exercise any of these rights, please submit a request through our online form available here or email us at In the request, please specify which right you are seeking to exercise and the scope of the request. We will confirm receipt of your request within 10 days. We may require specific information from you to help us verify your identity and process your request. If we are unable to verify your identity, we may deny your request. Please note that we do not apply any facial recognition or other personally identifying technology to the images and other data collected by the Vehicles, and thus, we cannot provide, delete, or correct any such information in response to a consumer request.

C. Sensitive Personal Information

We do not collect or process sensitive Personal Information with the purpose of inferring characteristics about a consumer.

D. Authorized Agent

Under certain applicable laws, you can designate an authorized agent to submit requests on your behalf. However, we will require written proof of the agent's permission to do so and verify your identity directly.

E. Right to Non-Discrimination

You have the right not to receive discriminatory treatment by us for the exercise of any your rights.

F. Appeals

You may have a right to appeal decisions concerning your ability to exercise your consumer rights. Please e-mail us at to request an appeal concerning decisions on your consumer request.

G. Financial Incentives

We do not offer financial incentives (as described under U.S. State Privacy Laws) as part of our Services.

H. Minors

We do not knowingly collect information of minors under 16.

I. Shine the Light

Customers who are residents of California may request (i) a list of the categories of Personal Information disclosed by us to third parties during the immediately preceding calendar year for those third parties” own direct marketing purposes; and (ii) a list of the categories of third parties to whom we disclosed such information. To exercise a request, please write us at the email or postal address set out in the “Contact Us” section below and specify that you are making a “California Shine the Light” request. We may require additional information from you to allow us to verify your identity and are only required to respond to requests once during any calendar year.

J. Nevada

Nevada law (NRS 603A.340) requires each business to establish a designated request address where Nevada consumers may submit requests directing the business not to sell certain kinds of Personal Information that the business has collected or will collect about the consumer. A sale under Nevada law is the exchange of Personal Information for monetary consideration by the business to a third party for the third party to license or sell the Personal Information to other third parties. If you are a Nevada consumer and wish to submit a request relating to our compliance with Nevada law, please contact us as at

Changes to this Notice

We reserve the right to update or change our Notice at any time and you should check this Notice periodically. Your continued use of the Services after we post any modifications to the Notice on this page will constitute your acknowledgment of the modifications and your consent to abide and be bound by the modified Notice then posted. If we make any material changes to this Notice, we will notify you either through the email address you have provided us, or by placing a prominent notice on the Services.

Contact Us

If you have any questions or concerns regarding this Notice, please feel free to contact us at the following email, telephone number, or mailing address:

Telephone Number: (412) 525-3483
Address: 2545 Railroad St., Suite 400, Pittsburgh, PA 15222

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