Pronto, an AI firm, is piloting in-home video recording for physical AI training, collecting footage of customers and children. The program runs on a privacy policy from November 2024 that doesn't mention video, AI training, or child data, predating India's DPDP Rules by a year. Legal experts say this setup fundamentally fails DPDP's requirements for free, specific, and informed consent.
How We Got Here
Pronto's pilot was first reported by Entrackr. The Digital Personal Data Protection (DPDP) Rules were officially notified in November 2025, a year after Pronto's current privacy policy was last updated.
The Numbers
- Pronto operates as Swachh Saathi Private Limited.
- Its investor memo describes "developing a data business" by selling footage to "leading physical AI labs."
- Pronto's blog claims footage is deleted within 48 hours, directly contradicting its policy to use data "indefinitely" for research.
- The company's "consent-by-use" policy (agree by using services) fails the DPDP Act's Section 6(1) demand for specific, informed consent.
- Apar Gupta, Founder Director of IFF, notes that monitoring and selling footage are distinct purposes, requiring separate consent flows under the DPDP Act.
What Happens Next
🇮🇳 Why This Matters for India
This case sets an early precedent for Bangalore and Hyderabad founders building consumer-facing AI products, defining the bounds of data collection in private homes under India's new privacy law.
The Take
Consumer trust in emerging physical AI products will tank if companies like Pronto don't drastically improve transparency and consent around in-home data collection. Founders need to understand the DPDP Act is a baseline, not an aspiration, especially when children's data is involved.
Source:
MediaNama ↗