1. What Ava is
Ava is a software service that:
- Answers inbound calls, web chats, and messages on behalf of a business.
- Speaks in the customer’s brand voice using configured scripts and information.
- Books appointments, captures leads, and sends confirmations.
- Escalates a call to a human when a request is outside its remit.
Ava is built and operated by avacallai Ltd in the United Kingdom.
2. How Ava identifies itself
Ava introduces itself by name and identifies itself as the customer’s RECEPTIONIST. When a caller asks whether they are speaking to a person or a machine, Ava confirms it is an AI RECEPTIONIST. We do not allow scripts that instruct Ava to deny this.
3. Call recording and processing
Where the customer enables call handling:
- Calls are recorded.
- A written transcript is generated.
- Caller-supplied information (name, callback number, reason for the call, appointment preferences) is captured.
Customers are required to give callers any notice or warning required by law. We provide template wording for this. The footer of every avacallai page also carries the line “Ava is an AI Receptionist. Calls may be recorded for quality and training.”
4. What Ava decides — and what it does not
| Ava can | Ava does not |
|---|---|
| Confirm appointments inside the customer’s diary | Diagnose, prescribe, or give clinical advice |
| Capture caller details and route them into the customer’s CRM | Give legal advice, regulated financial advice, or any other professional opinion |
| Quote published prices and standard service descriptions | Negotiate bespoke commercial terms |
| Send standard SMS or email confirmations using the customer’s templates | Sign anything on the customer’s behalf |
| Escalate to a named human contact | Make decisions that have a legal or similarly significant effect on the caller |
If a caller asks for clinical, legal, or other regulated advice, Ava will say it cannot give that advice and will offer to take a message, book the caller in, or escalate to a human.
5. Human oversight
- Customers nominate one or more humans on their team to receive escalations.
- We monitor system-level metrics for unusual error rates and route incidents to a human responder.
- Customers can request a human review of any specific Ava interaction by emailing hello@avacallai.com or using the support channels in their account.
6. Limitations
Ava is a machine and:
- May misunderstand strong accents, background noise, or unusual phrasings.
- May misspell uncommon names.
- May hand a call to a human when, in principle, it could have completed the call itself.
- May take longer than a human to navigate a multi-step request.
We design for graceful failure: when Ava is uncertain, it asks a clarifying question, repeats key details back to the caller for confirmation, and falls back to escalation rather than guessing.
7. How Ava is built and improved
Ava is built on top of established speech and language infrastructure operated by reputable third-party providers. We do not name specific vendors here because the underlying components evolve over time and switching providers does not change the service the customer receives.
We do not use customer call recordings or transcripts to train external AI models. Improvements to Ava come from configuration, prompt engineering, evaluation suites, and aggregated, anonymised metrics about service performance.
8. Bias, accuracy, and fairness
We test Ava across a range of voices, accents, and conversational patterns before each major change, with a particular focus on the UK service businesses we support. Where we identify a recurring failure mode (for example a specific accent that Ava handles poorly) we treat it as a defect and prioritise it.
If you believe Ava treated a caller unfairly or made a decision in a way that disadvantaged a protected characteristic, please contact us at hello@avacallai.com. We will investigate and respond.
9. Compliance with UK advertising and AI disclosure rules
We follow the UK Advertising Standards Authority’s expectations on disclosure of AI-generated communications. The line “Ava is an AI Receptionist” appears in the page footer, in welcome scripts, in onboarding materials, and on customer voicemail greetings. Customers are contractually required not to remove or weaken these disclosures.
10. Niche notes
Some sectors have specific rules. Ava is configured to respect them:
- Dental and medical practices. Ava books and triages but does not diagnose, prescribe, or offer clinical advice. Clinically relevant questions are escalated to a human clinician.
- Solicitors and legal services. Ava books and captures matters but does not give legal advice or instruct on specific cases. Substantive legal questions are escalated to the firm.
- Aesthetic clinics and MedSpas. Ava handles enquiries and bookings but does not recommend treatments. Treatment-specific questions are escalated to a qualified practitioner.
11. Caller choices
Anyone who reaches a customer’s line can:
- Ask to speak to a human, and Ava will escalate.
- Ask Ava to delete the recording and transcript of the call. Ava will pass the request to the customer (the controller) for action.
- Ask not to be called back. Ava will record this preference and pass it to the customer.
Where a caller exercises rights under UK GDPR, the customer is the controller. We help the customer respond — see our GDPR & data protection page.
12. Updates
We will update this page as Ava’s capabilities and our practices evolve. The “last updated” date at the top of this page reflects the latest material change. Customers will be given written notice before any change that materially expands what Ava decides.
13. Contact
- Email hello@avacallai.com and mark your message “AI disclosure” or “Privacy” as appropriate.
- Or book a 15-minute call.
