AI and your data
Last updated: 25 October 2026
1. Overview
Instama B.V. ("Instama") uses AI models to create and edit marketing content. This page lists the models the platform uses, how each one is reached, and what the model providers may do with the data they receive. We describe only what is in place today; what is still being built is marked as such.
Every AI call starts on Instama's servers. Model provider keys never reach the browser, and a model can act only through the same permission-checked tools as a person: it never gets direct access to the database.
All Client Data is stored in the European Union. To fulfil a request, the platform sends the content that request needs to a model provider, which may process it outside the European Union under the safeguards described in our Privacy Policy.
2. Current model inventory
The providers whose models the platform may use. The inventory changes as models improve; this page is updated when it does.
| Provider | Used for |
|---|---|
| Anthropic | Assistant, writing, planning, review |
| OpenAI | Writing, review; image editing; speech to text |
| Captions, image understanding, translation; image generation; video | |
| TypeSafe | Automated decisions inside the platform |
| Cohere | Search: embeddings and ranking |
| Perplexity | Web search and reading web pages on request |
| Firecrawl | Reading a brand's public website during onboarding |
| ByteDance, Kuaishou, Luma | Video generation and reframing |
| Ideogram, Alibaba (Qwen) | Image generation, editing and layer separation |
| Bria, Pixelcut, Topaz | Background removal and upscaling |
3. Training and retention
Instama does not use Client Data to train AI models. What each provider may keep or train on depends on the route; zero data retention is requested where the table says so.
| Used for | Providers | Retention | Training |
|---|---|---|---|
| Automated decisions inside the platformZero data retention | TypeSafe | Nothing beyond the request | Excluded by the provider’s terms |
| Assistant, writing, planning, review, captions, translation | Anthropic, OpenAI, Google | Up to 30 days for abuse monitoring under the providers’ defaults; zero retention is being enabled | Excluded by the providers’ business terms |
| Search: embeddings and ranking | Cohere, OpenAI | Up to 30 days under the provider’s defaults | Excluded through the gateway |
| Web search and reading web pages on request | Perplexity | Under the provider’s defaults | Excluded through the gateway |
| Speech to text | OpenAI | None: OpenAI keeps no transcription inputs for abuse monitoring | Excluded by OpenAI’s business terms |
| Image and video generation, editing, upscaling, background removal | Google, OpenAI, ByteDance, Kuaishou, Luma, Ideogram, Alibaba, Bria, Pixelcut, Topaz | No request history; our uploads expire after 24 hours, generated files after 1 hour | Excluded through the gateway: by its terms, and by its agreements with the model makers |
| Reading a brand’s public website during onboarding | Firecrawl | Public pages may be cached by the provider | Only public web pages are sent |
4. Principles
Transparency
We publish which providers the platform uses and how they are reached, and we describe what is not yet in place as plainly as what is.
Purpose limitation
Client Data is processed only to provide the platform. A model provider receives only the content that the request in question needs.
Data protection
Client Data is stored in the European Union. Processing follows the commitments in our Terms and Conditions and Privacy Policy.
Oversight
Before a model is added, we benchmark it against the models it would replace and check the terms under which its provider processes data.
Organisation control
Today, organisations decide who may use AI features through roles and brand membership. Settings that let an organisation choose which models may be used, including per-task restrictions, are being built.
5. Changes
We update this page when the inventory or our practices change. Material changes that affect how Client Data is processed are announced by e-mail or in the platform before they take effect.