Artificial Intelligence (AI) Usage Policy

Last updated: 25.07.2026

This policy explains how "Master Fishing" Ltd. ("MasterFishing.bg", "we") uses or plans to use artificial intelligence systems in its online store. It supplements our Terms of Service and Privacy Policy.

1. Status and scope

MasterFishing.bg is about to activate the AI assistant. The provisions in this policy related to direct interaction with the assistant will apply from the moment it becomes available to visitors. Upon activation, the interface will clearly and understandably indicate that the user is communicating with an automated system, not a human.

The policy covers the AI assistant, automated product guidance, and AI-assisted processes in preparation, editing, translation, or verification of content and customer service.

2. What the AI assistant can be used for

After activation, the AI assistant can help with:

  • finding, viewing, and comparing products;
  • indicative selection of fishing gear according to specified preferences, type of fishing, and usage conditions;
  • clarifying information published on product and informational pages;
  • directing to categories, articles, policies, and contact channels;
  • preparing a response or forwarding a query to a staff member when human assistance is needed.

The assistant is not a human. Its responses are generated automatically based on available information and the user's input query.

3. Limitations of responses and recommendations

Responses and product recommendations are indicative and informational. They may be incomplete, inaccurate, or not reflect recent changes in price, availability, features, compatibility, or delivery conditions.

AI assistant messages:

  • do not represent a binding offer, acceptance, or order confirmation;
  • do not guarantee price, availability, compatibility, result, or suitability for a specific purpose;
  • do not replace the product description, information in the cart and at checkout, order confirmation, Terms and Conditions, or manufacturer instructions;
  • do not constitute legal, medical, or other professional advice.

Before purchase, users should verify the current features and compatibility of the product. For safe use, the manufacturer's instructions must be followed, and for applicable fishing regulations, the requirements of the competent authorities must be observed.

4. Human Assistance and Important Decisions

Users may request assistance from staff through the published contact channels. Inquiries related to orders, payments, complaints, returns, user rights, or other significant consequences may be forwarded for human review.

The AI assistant is not used as the sole basis for decisions that have legal consequences for the user or affect them in a similarly significant way.

5. AI-Assisted Content

AI-assisted processes may be used in the preparation or editing of product texts, articles, FAQs, translations, and other materials. Before publication, such content undergoes appropriate human editorial review.

When applicable law requires explicit labeling of specific generated or manipulated content, it will be clearly marked. Despite verification, technical or editorial inaccuracies may occur and can be reported via the contact details below.

6. What Data May Be Processed

Depending on how the assistant is used, the following may be processed:

  • the content of questions, answers, and conversations;
  • product preferences and information voluntarily provided by the user;
  • name, email address, phone number, or order number, only when the user provides them for specific assistance;
  • limited technical and registration data necessary for security, abuse prevention, and normal service operation.

Please do not enter passwords, full payment details, data of other individuals, or sensitive personal information that is not necessary for the inquiry.

7. Purposes and Legal Grounds

When personal data is processed through AI functionality, the processing is carried out only for specific and lawful purposes, including responding to inquiries, product orientation, customer service, security, abuse prevention, service improvement, and compliance with legal obligations.

Depending on the specific purpose, the legal basis may be taking steps at the user's request before concluding a contract or performing a contract, MasterFishing.bg's legitimate interest in providing secure and efficient service, fulfillment of a legal obligation, or consent when required. When processing is based on consent, it can be withdrawn at any time without affecting the lawfulness of prior processing.

8. Recipients and Processors of Personal Data

Only authorized employees and companies that support e-commerce, hosting, information security, customer service, and automated functionality have access to data, to the extent necessary for the respective purpose.

When these entities process personal data on our behalf, the relationships with them are governed by appropriate contractual, technical, and organizational guarantees. We do not sell the content of conversations as a separate set of personal data.

9. Data Transfer Outside the EEA

When providing a functionality requires transferring personal data outside the European Economic Area, an appropriate protection mechanism is applied, such as a decision on an adequate level of protection or standard contractual clauses, along with additional measures when necessary.

10. Retention Periods and Security

Data is stored only for the period necessary to respond to inquiries, provide customer service, ensure security, prevent abuse, resolve disputes, and fulfill legal obligations. The retention period depends on the type of inquiry, the existence of customer or contractual relationships, applicable limitation and legal periods, and the need to protect legal claims. After the purpose is fulfilled, data is deleted or anonymized unless the law requires longer retention.

We implement appropriate technical and organizational measures to limit access, prevent abuse, and protect data. No system can guarantee absolute security.

11. User Rights

Where legally applicable, users may request access, correction, deletion, restriction of processing, or data portability, as well as object to processing based on legitimate interest. Users may withdraw consent and file a complaint with the competent supervisory authority.

Requests are submitted through the contacts at the end of this policy. Additional information is contained in the Privacy Policy.

12. Responsible Use

Use of the AI assistant for illegal, fraudulent, offensive, or harmful purposes, violating third-party rights, disclosing others' personal data, circumventing security measures, mass automated data extraction, or disrupting normal store operations is prohibited. Access may be restricted if abuse is detected.

13. Intellectual Property

Users should provide only content they have the right to use. Provided content may be processed to the necessary extent to create a response and provide the requested assistance.

Automatically generated responses may be similar to those provided to other individuals and their uniqueness is not guaranteed. Using the assistant does not transfer rights over protected content of MasterFishing.bg or third parties.

14. Management and Transparency

MasterFishing.bg applies role- and risk-appropriate instructions, human oversight, and measures to enhance the competence of employees managing or controlling AI functionalities. In case of significant changes in functionality, purposes, or data processing methods, this policy will be reviewed and updated if necessary.

15. Contact

For questions, human assistance, reporting inaccuracies, or exercising rights, you can contact:

“Master Fishing” Ltd.
Sofia 1606, Gen. Eduard I. Totleben Blvd. No. 34
Email: office@masterfishing.bg
Phone: 0885 640 683

16. Policy Changes

We may update this policy when functionality, data processing practices, or applicable legislation change. The new version will be published on this page with the current date.