AI Data Practices

Overview

ASP Results ("we," "us") operates an AI-powered sales coaching assistant built on proprietary coaching methodology developed by Stevenson Brooks over seven years of one-on-one and group coaching sessions with professionals in the building materials industry.

This document describes our data practices specifically related to the AI coaching tool — what data we use, how we process it, how we protect it, and what rights data subjects have.

Data Sources

The AI coaching tool is trained on the following data sources:

1. Coaching Session Recordings

One-on-one and group coaching sessions conducted via Zoom, recorded with the knowledge and consent of all participants. These recordings are transcribed and processed through our de-identification pipeline before any content is used for AI training.

2. Proprietary Coaching Content

Original training materials, frameworks, and methodology developed by Stevenson Brooks, including the ASP (Awareness, Skills, Practice) coaching framework. This is first-party intellectual property.

3. Published Video Content

Publicly available YouTube content created by Stevenson Brooks for educational purposes.

De-Identification Pipeline

All coaching session data passes through a multi-stage de-identification pipeline before entering the AI training system. This process is designed to extract the coaching methodology while removing all personally identifiable and commercially sensitive information.

1

PII Removal

All participant names, email addresses, phone numbers, and other personal identifiers are stripped from the transcript data.

2

Company De-Identification

All company names, client names, and organizational identifiers are removed. No business associations are preserved in the training data.

3

Commercial Data Exclusion

All pricing information, deal values, discount structures, volume data, and competitive intelligence are excluded entirely. This is enforced at the chunk level — if a segment contains commercial data, the entire segment is excluded.

4

Personal Context Removal

References to personal situations, family details, workplace relationships, and other private context shared during coaching sessions are stripped.

5

Third-Party IP Filtering

Content containing trademarked terminology or intellectual property belonging to third parties is identified and excluded from the training data.

6

Concept Extraction

The remaining de-identified content is analyzed for coaching techniques, frameworks, and methodology. These extracted concepts — not raw transcripts — form the AI's knowledge base.

The AI coaching tool learns coaching methodology and techniques. It does not store, recall, or reproduce the identity, words, or personal details of any individual coaching participant.

Consent Framework

All coaching sessions were recorded with the knowledge and consent of participants, as documented in coaching agreements. For the expanded use of this data in AI training, we obtain explicit authorization through our Data Use Authorization Form.

Authorization Options

Choice	Description	Data Treatment
Authorize	Participant is okay with de-identified coaching content being used for AI training	De-identified content (no names, companies, or personal details) included in training pipeline
Decline	Participant does not authorize AI training use	All session data removed from training pipeline within 30 days

Unreachable Participants

For participants who cannot be contacted (e.g., no longer at the company where coaching occurred), we make documented good-faith efforts to reach them via their last known contact information. If no response is received within 30 days, their session data is removed from the training pipeline as a precautionary measure.

Data Retention and Deletion

Training Data

De-identified coaching concepts are stored in a vector database used by the AI tool. When a participant withdraws consent, their associated data is identified by session metadata and removed from the vector database.

Consent Records

Authorization records (the consent form submissions) are retained indefinitely as proof of consent, as required by data governance best practices.

Original Recordings

Original coaching session recordings are stored separately from the AI training system and are not directly accessible by the AI tool. They are retained for Stevenson's internal coaching reference only.

Third-Party Data Sharing

ASP Results does not sell, license, or share identifiable coaching session data with any third party. The AI coaching tool may be integrated into third-party platforms (such as CRM systems) under partnership agreements, but:

Only the AI model's responses are shared — never the underlying training data
Third-party partners cannot access, export, or reverse-engineer the training data
Integration partners are required to meet their own data governance standards (e.g., SOC 2)

Industry-Specific Safeguards

The building materials industry (particularly ready-mix concrete) is subject to heightened antitrust scrutiny. Our data practices include additional safeguards:

Zero price intelligence — no market pricing, competitor pricing, volume data, or regional benchmarks are included in any AI training data or outputs
Zero competitive intelligence — no information about specific competitors, market share, or business strategies
Hard filtering — these categories are blocked at the data ingestion level, not just at the output level

This is not a soft guideline — it is a hard-coded exclusion enforced in our data processing pipeline. Content containing any pricing or competitive data is rejected at the chunk level before it can enter the training system.

Your Rights

If you are a coaching participant whose session data may be in our system, you have the right to:

Know — Request information about whether your data is in the training system and what form it takes
Choose — Grant, limit, or decline authorization for AI training use at any time
Withdraw — Change your authorization level at any time by contacting us
Delete — Request removal of your session data from the AI training pipeline
Access — Request a summary of the de-identified concepts extracted from your sessions

To exercise any of these rights, contact Stevenson Brooks at steve@aspresults.com.