1. What avacallai AI products are
avacallai operates three AI products that interact with people on behalf of businesses. Each is described below.
AI Receptionist (Ava)
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.
AI Sales Agent
The AI Sales Agent is a software service that:
- Makes outbound calls to prospect and lead lists supplied by the customer.
- Follows a configured qualification script to assess lead fit and interest.
- Books meetings or calls into the customer’s calendar when a lead meets the configured criteria.
- Identifies itself as an AI agent at the start of each outbound call. It does not deny being AI when asked.
- Terminates calls at the prospect’s request and records do-not-contact preferences.
AI Quote Bot
The AI Quote Bot is a software service that:
- Delivers instant quotes by phone call or website widget using price rules configured by the customer.
- Asks clarifying questions to apply the correct pricing tier or service description.
- Sends a written quote summary to the prospect by email or SMS if configured.
- Makes clear that quotes are estimates based on supplied information and that a human will confirm the final price before work commences.
All products are built and operated by avacallai Ltd in the United Kingdom.
2. How avacallai AI identifies itself
The AI Receptionist (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.
The AI Sales Agent identifies itself as an AI agent at the start of every outbound call before any qualifying conversation begins.
The AI Quote Bot identifies itself as an automated quoting system when a prospect asks whether they are speaking to a person.
We do not allow scripts for any product that instruct the AI to deny that it is a machine.
3. Call recording and processing
Where the customer enables call handling (all products):
- 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 avacallai AI decides — and what it does not
| avacallai AI can | avacallai AI does not |
|---|---|
| Confirm appointments inside the customer’s diary (Receptionist) | Diagnose, prescribe, or give clinical advice |
| Capture caller details and route them into the customer’s CRM (all products) | Give legal advice, regulated financial advice, or any other professional opinion |
| Quote published prices and standard service descriptions (Receptionist, Quote Bot) | Negotiate bespoke commercial terms |
| Send standard SMS or email confirmations using the customer’s templates (all products) | Sign anything on the customer’s behalf |
| Qualify leads against customer-configured criteria and book meetings (Sales Agent) | Make credit, lending, underwriting, or other regulated financial decisions |
| Deliver price estimates based on customer-supplied pricing rules (Quote Bot) | Commit to a final binding price on the customer’s behalf; all quotes require human confirmation before work commences |
| Escalate to a named human contact (all products) | Make decisions that have a legal or similarly significant effect on the caller |
If a caller asks for clinical, legal, or other regulated advice, any avacallai product 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. All avacallai products are configured to respect them:
- Dental and medical practices. AI 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. AI 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. AI handles enquiries and bookings but does not recommend treatments. Treatment-specific questions are escalated to a qualified practitioner.
- Outbound sales calls (AI Sales Agent). The agent makes outbound calls for B2B lead qualification. It does not call numbers on the Telephone Preference Service (TPS) or Corporate TPS unless the customer has obtained a valid exemption. Customers are contractually required to ensure the lists they supply are PECR compliant.
- Quoting and pricing (AI Quote Bot).Quotes are estimates based on the customer’s configured pricing rules. They are not binding contracts. The customer’s human team confirms the final price before work commences. The AI Quote Bot does not generate quotes for regulated financial products.
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 email sam@avacallai.com — a human replies, no call required.
