How We Use
AI

Last updated 26 August 2026.

The imagery

A number of the images used across this website are synthetic — produced with a generative AI image tool rather than captured with a camera. They are used illustratively, to convey the character of the work, and should not be read as photographs of specific premises, equipment, events or occasions.

The underlying image files also carry the provenance watermark applied by the tool that generated them. We have deliberately left those in place.

The JJB AI Assistant

The chat window on this site is run by an automated assistant. It is not James, and it is not a member of the team. It is labelled as automated in the chat window itself, and it says so in its opening message, because you should never be left wondering whether there is a person at the other end.

What it is not allowed to do. The assistant is deliberately restricted. It cannot give nutritional, dietary or medical guidance of any kind, about you or anyone else. It cannot quote, estimate or hint at a price. It cannot make health or efficacy claims about any cannabinoid, cosmeceutical or supplement product. It cannot invent clients, results or credentials. These limits are enforced in the software itself, not merely requested of it, and they hold even if you ask it directly to set them aside.

What it can do. It can explain what JJB Calibrated does, open the booking window so you can put 45 minutes in James’s diary, and take a message and email it to him on your behalf. If you ask it to pass a message on, it will ask for your name and an email address so that James can reply; that message, and the conversation around it, is sent to him.

Conversations are recorded. We keep a record of conversations with the assistant and email them to James weekly, so there is an accurate account of what an automated system has said to members of the public. Because the assistant is restricted in the ways described above, we need to be able to demonstrate that those restrictions held. Records are kept for 12 months and then deleted. A transcript records the conversation, not you: nothing in it identifies you unless you type it yourself. Our Privacy Policy sets this out in full.

Please do not type medical details, financial details, or anything else you would not want handled by an automated system. If you would rather not use it at all, everything it does can be done by emailing [email protected] instead. Nothing on this site requires you to talk to it.

Why we are telling you

Article 50 of the EU AI Act requires both that AI-generated content is disclosed and marked as artificially generated, and that people are told when they are interacting with an AI system rather than a person. Both apply here, and we would rather say so plainly on a page like this than leave you to work it out.

What is real

Everything that constitutes a claim about this business is factual and unaltered: the RSPH Level 4 accreditation in Nutritional Science, Performance Nutrition & Dietary Analysis; the 20-plus years in the flavour industry; the multi-site kitchen and catering management experience; the product formulation work delivered for global brands on international contractual works; and every service, term and price basis described on this site.

The JJB Calibrated logo and brand marks are the company’s own. Client testimonials are the clients’ own words, published as they gave them.

The assistant answers from a fixed brief describing the business, written by us. It is instructed not to go beyond it, and to say it does not know rather than guess. If it ever tells you something that contradicts this website, the website is correct and we would be glad to be told.

Why we have done it this way

JJB Calibrated Ltd is a young business investing carefully. Commissioning original photography of every discipline was not proportionate at this stage. Rather than use uncredited stock and say nothing, we have used generated imagery and disclosed it here. As original photography is produced, it will replace these images and this page will be updated.

The assistant exists for the same reason: it means an enquiry at nine in the evening gets a straight answer and a route to a booking, rather than sitting unanswered until the morning. It is not there to replace speaking to James, and it will offer you a conversation with him at any point you want one.

Questions

If you would like to know whether any particular image is a photograph, or you have a question about the assistant, what it recorded, or what it said to you, just ask: [email protected]. If you want a conversation with a person rather than the assistant, say so and that is what will happen.

This notice was prepared as part of the website build and should be reviewed and approved by JJB Calibrated Ltd before the site goes live. It is a transparency statement, not legal advice.