Last updated: 12 June 2026
Change: Additional articles on the new Ai feature: Barnum AI Assistant for event websites.
At idloom, we use artificial intelligence to make event management, attendee support, and product assistance simpler, faster, and more accessible. We do so responsibly, with a strong focus on transparency, security, privacy, human oversight, and compliance with applicable European rules, including the EU Artificial Intelligence Act and the General Data Protection Regulation.
This AI Notice is idloom’s official public statement on how we use, provide, govern, and monitor AI-powered features in our products and services.
Scope of this AI Notice
This notice applies to AI features made available by idloom in its SaaS products, public websites, event websites, help resources, and related services.
At the date of this notice, idloom provides the following AI-powered assistants:
| AI feature | Main audience | Main purpose | Status |
|---|---|---|---|
| idloom Help Center Assistant | idloom users, customers, and prospects | Help users find answers based on idloom documentation and knowledge base content | Available |
| Barnum AI Assistant for event websites | Event visitors and attendees | Help visitors and attendees obtain instant answers about an event, the organiser’s content, and, where applicable, their own registration | Available on Premium and Corporate plans if enabled by the customer |
These AI assistants are described separately below because they have different audiences, data contexts, and configuration models.
Our role under the EU AI Act
For the AI systems it develops, integrates, and makes available under the idloom name or brand, idloom acts as a provider within the meaning of the EU Artificial Intelligence Act.
For Barnum AI Assistant, idloom customers who choose to enable and configure the assistant on their event websites act as deployers of the AI system for their own event context. They decide whether to activate Barnum, what content to provide, how it should behave, and what escalation path should apply.
Based on their current intended purpose and functionality, idloom considers the Help Center Assistant and Barnum AI Assistant to be non-high-risk AI systems under the EU AI Act. They are not intended for biometric identification, emotion recognition, social scoring, recruitment, employment decisions, access to essential public or private services, law enforcement, migration, justice, democratic processes, or other high-risk use cases listed in the EU AI Act.
However, because these assistants interact directly with natural persons, idloom applies transparency measures so that users are clearly informed when they interact with AI.
General AI transparency commitment
Whenever users interact with an idloom AI assistant, they should be clearly informed that they are interacting with an AI system and not with a human.
AI-generated answers may be incomplete, inaccurate, outdated, or not applicable to a specific situation. Users should verify important information before relying on it, especially where the matter concerns payments, cancellation, legal terms, accessibility needs, travel arrangements, personal registration details, or other important event-related decisions.
idloom AI assistants are designed to assist and inform. They do not replace human support, human judgment, or customer responsibility for the content and configuration of their own events.
idloom Help Center Assistant
The idloom Help Center Assistant helps users find relevant answers about idloom’s products, services, features, configuration options, and support documentation. It is designed to improve access to product knowledge and reduce the time needed to find relevant help articles, user guides, FAQs, and support content.
Data sources
The Help Center Assistant answers based on idloom’s own documentation and knowledge base, such as user guides, FAQs, help articles, product documentation, support documentation, and release or feature information made available by idloom.
The Help Center Assistant is not designed to access customer event data, attendee data, payment data, or private customer workspace content.
User notice
Users interacting with the Help Center Assistant are informed that they are using an AI assistant. A typical notice may state:
“You are chatting with an AI assistant. It answers based on idloom’s documentation and knowledge base. Answers may not always be complete or accurate. For important or account-specific matters, please contact idloom support.”
Human support
The Help Center Assistant is intended to support, not replace, idloom’s human support processes. Where an answer is not available, uncertain, or specific to a customer account, users may be redirected to idloom support or another appropriate human contact point.
Barnum AI Assistant for event websites
Barnum AI Assistant is idloom’s AI-powered chat widget for event websites. When enabled by an organiser, Barnum appears on the event website and allows visitors and attendees to ask questions directly on the event page. It helps answer repetitive questions instantly and reduces the need for organisers to manually respond to common attendee queries.
Barnum is AI-powered. It is not human-staffed live chat, not attendee-to-attendee messaging, and not a support ticketing inbox.
Purpose
Barnum may answer questions about:
the organising company or organisation;
event dates, location, agenda, speakers, sponsors, and practical information;
ticket types, prices, registration conditions, modification rules, cancellation rules, and invoicing;
organiser-provided FAQs, policies, terms, accessibility information, transport, parking, accommodation, or dress code;
an authenticated attendee’s own registration, but only when that attendee accesses the event website through their secure registration modification URL.
Availability and activation
Barnum AI Assistant is available to idloom organisers on Premium and Corporate plans. Barnum is optional and must be enabled by the customer through a cascading activation process at three levels: account level, profile level, and event level.
The assistant appears on an event website only when the relevant toggles are enabled at all required levels. If the account-level or profile-level toggle is disabled, Barnum cannot be activated at lower levels. This allows account administrators and organisers to control where Barnum is available across their organisation and events.
Customer configuration and control
Customers control how Barnum is configured for their own events. They may configure whether Barnum is enabled or disabled, account-level, profile-level and event-level instructions, assistant behaviour, tone, scope and escalation rules, additional event information, knowledge sources, event-specific FAQs, and the escalation path to use when Barnum cannot answer confidently.
Assistant behaviour can be refined across account, profile, and event levels. More specific behaviour instructions may override broader ones, while additional information and knowledge sources are combined across the enabled levels.
Data sources used by Barnum
Depending on the configuration, Barnum may use account-level content, profile-level content, event-level content, documents and URLs added by the organiser as knowledge sources, the event’s basic configuration in idloom, and, where applicable, an authenticated attendee’s own registration information.
Barnum is trained on the organiser’s configured content and event context. It is not intended to answer from the open web.
Access to attendee registration data
Barnum can access attendee-specific registration information only in a limited and controlled context. When an attendee uses their secure registration modification URL, Barnum may read that attendee’s own registration and answer questions such as whether the attendee can modify or cancel their registration, what they registered for, or whether an invoice is available.
If a visitor is browsing the event website anonymously and is not using a secure registration modification URL, Barnum cannot access attendee-specific registration data.
User notice for visitors and attendees
Visitors and attendees interacting with Barnum are clearly informed that they are chatting with an AI assistant and not with a human. A typical notice may state:
“You are chatting with Barnum, an AI assistant for this event website. Barnum answers based on event information, organiser-provided content, and, if you use your secure registration modification link, your own registration details. Barnum may not always be complete or accurate. For important matters, please contact the event organiser.”
This is should be displayed clearly at the latest when the user starts interacting with the assistant.
Out-of-scope questions and escalation
Barnum is designed to answer only within the scope configured by the organiser and the information available to it. If Barnum cannot answer with sufficient confidence, or if the question is outside its scope, it should not invent information. It should follow the escalation path configured by the organiser, such as directing the visitor or attendee to the organiser’s contact form, support email, or another appropriate contact point.
Chat history
Barnum conversations may be logged and made available to authorised organiser users through a read-only chat history for the relevant event. The chat history may help organisers understand recurring visitor or attendee questions, identify missing event information, improve FAQs and knowledge sources, refine behaviour and escalation rules, and monitor whether Barnum is providing useful assistance.
Chat histories are handled in accordance with applicable contractual, privacy, security, retention, and deletion obligations.
Use of customer data and AI model training
idloom does not use customer event data, attendee data, uploaded knowledge sources, or chat histories to train third-party general-purpose AI models, unless this is expressly agreed with the customer and documented under the applicable contractual and data protection framework.
Information provided to an AI assistant may be processed to generate a response, provide the AI feature, monitor service quality, ensure security, troubleshoot incidents, and improve reliability.
For Barnum, customer-provided content and event-specific information are used in the relevant account, profile, and event context. They are not made available across unrelated customer accounts.
Privacy and data protection
idloom processes personal data in accordance with the GDPR, the EU AI Act, and applicable data protection laws.
For event websites, the customer is generally the data controller for event and attendee data, and idloom acts as data processor under the applicable Data Processing Agreement. The customer determines the event configuration, the content made available to Barnum, and the purposes for which attendee information is processed in the context of the event.
For idloom’s own websites, Help Center, and direct interactions with idloom, idloom may act as data controller as described in its Privacy notice.
Personal data is handled according to the principles of lawfulness, fairness, transparency, purpose limitation, data minimisation, accuracy, storage limitation, integrity, confidentiality, and accountability.
Users should not submit unnecessary sensitive personal data to AI assistants. Event organisers are responsible for ensuring that the content they add as knowledge sources is appropriate, accurate, lawful, and consistent with their own privacy obligations.
Model providers and infrastructure
The AI assistants may use large language models (LLMs) provided by reputable vendors, such as OpenAI, Anthropic, Gemini (Google), Mistral, or other equivalent providers, integrated through secure APIs.
All AI components are operated under idloom’s ISO 27001-certified Information Security Management System (ISMS). Access to the AI environment is restricted, logged, and regularly reviewed by idloom’s security team.
Where third-party providers or subprocessors are involved, they are assessed and managed under idloom’s vendor management, security, privacy, and contractual processes.
Security controls
idloom’s AI systems are operated under idloom’s information security governance framework, including its ISO 27001-certified Information Security Management System.
Security measures include, as applicable:
role-based access controls;
authentication and authorisation controls;
segregation of customer data;
encryption in transit and at rest where applicable;
logging and monitoring;
secure software development practices;
vulnerability management;
change management;
vendor and subprocessor assessment;
incident response procedures;
review of new AI features by security and privacy stakeholders before deployment.
AI-related risks are assessed as part of idloom’s risk management and change management processes.
Human oversight and accountability
idloom AI assistants are designed to support human users, not replace human responsibility.
For the Help Center Assistant, users may escalate questions to idloom support when the answer is incomplete, uncertain, or account-specific.
For Barnum AI Assistant, customers decide whether to enable the assistant, what content and instructions are provided to it, and how escalation should work. Customers remain responsible for the lawfulness, accuracy, and appropriateness of their event-specific content and configuration. Visitors and attendees may be redirected to a human contact point when Barnum cannot answer, and authorised organisers may review chat history to improve event information and assistant behaviour.
idloom remains responsible for the design, integration, maintenance, security, and compliance governance of AI features it provides.
Responsible AI principles
idloom’s AI systems are developed and operated in line with the EU’s Ethics Guidelines for Trustworthy AI.
We adhere to the following principles:
Transparency: users should know when they interact with AI.
Human control: AI assists users, organisers, visitors, and attendees but does not replace human responsibility.
Privacy and data protection: personal data is processed only where needed and in accordance with applicable law.
Security: AI features are integrated into idloom’s security and monitoring framework.
Accuracy and reliability: outputs are monitored and improved where appropriate.
Fairness and non-discrimination: idloom does not design AI assistants to evaluate, rank, or discriminate against individuals.
Accountability: AI features are subject to governance, review, documentation, and incident response.
AI literacy and customer guidance
idloom provides internal guidance and training to relevant staff on the responsible use, development, and operation of AI systems.
idloom also provides documentation to help customers understand how to configure AI features correctly, including how to define assistant behaviour, select appropriate knowledge sources, restrict scope, manage escalation, avoid adding inappropriate or unnecessary personal data, and understand the limits of AI-generated answers.
Customers enabling Barnum should ensure that their own staff and event teams understand how the assistant works, what it can and cannot answer, and how to configure it responsibly.
AI-generated content
Answers generated by idloom AI assistants are provided in an AI chat context and should be understood as AI-generated responses.
Where idloom AI features generate or manipulate content outside an AI chat interface, idloom will provide appropriate labelling or disclosure where required by applicable law.
idloom will monitor applicable legal and technical standards concerning machine-readable marking of AI-generated content and will implement appropriate measures where legally required and technically feasible.
Monitoring, incidents, and vulnerabilities
AI-related incidents, vulnerabilities, or abnormal behaviour are managed under idloom’s incident response and vulnerability management processes.
Examples of AI-related issues may include:
materially inaccurate or misleading answers;
inappropriate disclosure of information;
prompt injection or attempts to bypass configured rules;
unexpected access to information outside the intended scope;
repeated failure of knowledge source synchronisation;
security vulnerabilities affecting an AI component, integration, or provider.
Where an AI-related issue involves personal data, idloom will assess it under its data breach and GDPR procedures.
Future AI features
idloom may release additional AI features as part of its product roadmap.
Before releasing materially new AI functionality, idloom will assess the intended purpose, EU AI Act risk classification, data protection impact, security implications, transparency requirements, customer documentation, human oversight and escalation mechanisms, and contractual, privacy, and compliance obligations.
This AI Notice will be updated when necessary to reflect significant changes in idloom’s use of AI.
idloom is committed to deploying artificial intelligence responsibly — enhancing efficiency and accessibility without compromising ethics, privacy, security, or trust.
If you have questions about AI use at idloom or wish to report an issue, please contact:
privacy@idloom.com (Data Protection)
compliance@idloom.com (Compliance)
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