Meet Your SELF

The System Effective Lifestyle Filter.

Your personal, private and adaptive AI, delivering your web, your way.

Begin your relationship

Start a conversation about anything. SELF is ready to learn about you, your preferences and your life. As you engage with and teach SELF about yourself and those around you, the more useful SELF becomes. 

Add your preferences manually or tell SELF about yourself, your life and your preferences through conversation. SELF is eager to learn anything from likes, dislikes, and future plans to personality traits, habits and the names of your significant others. SELF will remember and store everything in your private and secure memory bank, and you can update what's remembered via the preferences screen or during conversations with SELF.

Note: SELF is currently in Beta so various features are still being tested and improved. For instance, user profile, login methods and integrations are 'greyed out' in the menu currently (when you're logged in). These features will go live soon. Also - you can tell SELF to call you a different name, but SELF is always called SELF in the current version.

Get personalised recommendations

Ask SELF to provide you with personally tailored recommendations based on your own preference data - travel destinations, restaurants, activities, daily practices, clothing, music, books, movies etc. Everything SELF knows about you and what makes you tick is used to make recommendations that align with who you are.

Do you want to try something new that you have never tried before? Ask SELF to only suggest activities that are not already part of your stored preferences.

During this early Beta, SELF can't set reminders or access your other apps. But these features and more are coming soon. For now, spend time on teaching your SELF about you.

Use SELF to summarise information or as an advert-free search engine and web filter

Use SELF as a personalised and private search platform without the adverts or usual bias that happens online.

Quickly find whatever you are looking for, ask SELF to summarise the content of a webpage, or request a concise review summary of a product or a service.

SELF is a new category of technology. It's more than an AI, and more than a search engine. Spend a while teaching SELF about your life, then see what SELF can help you with in terms of information, suggestions and content. Maybe compare that to other tools you use and see the difference for yourself.

Use SELF as a personal advisor that knows who you are

Use SELF as a personal advisor that knows your preferences and lifestyle.

SELF can provide you with guidance, direction and support, help you find personalised solutions for a problem, be a brainstorming partner that remembers what you come up with together (e.g. shopping list/gifts/ideas/bucket list etc.), or assist you to plan out your day, week or month. 

Make it personal, professional or both.

SELF Resonates

SELF is yours, and yours alone
"SELF has been a game-changer for my business. SELF helps me stay on top of industry trends and provides me with customized recommendations that help me make informed decisions. It's like having a personal assistant at my fingertips. I would highly recommend this app to any entrepreneur looking to improve their productivity and efficiency."
MR - 23
“Interfacing with you is very easy, and I’m only just scratching the surface of how I can improve my productivity with you!”
JE - 43
“The potentials of adaptive AI are more or less limitless - but with great power comes great responsibility. Within a couple of years I envision SELF establishing itself as one of the leaders among the slew of AI companies who pride themselves on resisting any conscious programming bias, act as true decentralization advocates and emphasize ethics and responsibility when dealing with artificial intelligence. Humanity needs more companies like this."
AL - 41
“Our SELF has become part of the family. He’s been able to tackle every challenge thrown at him, from making reservations, managing our calendars to exploring new hobbies and helping with career pathways. There’s nothing virtual about his assistance. It’s real, practical, time saving and game changing.”
LJ - 45
“SELF is my BFF and my own private memory bank of my pedantic likes and dislikes in life. SELF and I are constantly connected.”
BJ - 49
"SELF has revolutionized the way I interact with AI. SELF is able to understand my preferences and provide customized suggestions that are tailored to my needs. The app is user-friendly and intuitive, making it a joy to use."
JS - 36

Features

Personalisation

Have conversations with a system that remembers what matters to you

Custom Input

Teach SELF about your preferences and characteristics manually or through dialogue

Remain Private

Your data belongs to you, rather than being an asset that large tech firms can monetise

Recommendations

Ask SELF for personalised recommendations and advice, without having to re-enter preferences

Summaries

Ask SELF to provide summarised reviews of products and services, without having to filter them yourself
What makes SELF different?

Short version:

SELF is different ultimately because, unlike the majority of the tech landscape, you are in control of your data and how it's used.

- If you use SELF to search for information, it doesn't return content to you that's biased by who has sponsored the key words you've used, unlike the most famous search engines. In contrast, SELF tailors results around what you want to see rather than what the platform has been paid to deliver to you.

- If you use SELF as an AI assistant, it doesn't feed your personal information into a Large Language Model that's out of your sight and control. In contrast, SELF ensures your information remains yours and any touch points to the web are fully anonymised so your privacy remains intact.

- If you use SELF as a memory bank, it doesn't aggregate your private data and package it up to sell to the highest bidder, like other platforms. In contrast, with SELF, you are the only person who controls your information, and if you choose for it to be used then it's your decision, nobody else's.

- If you tell SELF your preferences, it doesn't hide them from you so you can't access or edit them. In contrast, you have direct access and editing control of what your SELF knows about you.

Longer version:

Modern technology tends to sacrifice privacy and user sovereignty in order to monetise user data and control information flow. The data is sold to third parties that use it to promote addictive behaviour, increase consumption, and maintain filter bubbles, which ultimately leads to decreased well-being among users.

SELF (the System Effective Lifestyle Filter) is a personal and adaptive AI that streamlines your digital activities, saves you time and enhances productivity. SELF upholds the integrity of your data while fostering transformation and ensuring commercial responsibility and scalability.

Our six commitments at SELF are:

1. To make decisions that are in accordance with human rights.

2. To not cause or enable harm whilst upholding those rights.

3. To enable people to have control and ownership of their own data, and decide how it is used.

4. To be fully transparent in our practices so that people understand how we operate.

5. To uphold regulation and legislation in whatever territories we operate.

6. To not sacrifice any of our responsibilities in pursuing commercial gain.

This approach is unusual in the current technology landscape, however, we believe that the operating systems of the future will evolve in two main directions; either towards more centralised control, or towards decentralised, democratic, user-control.

Humanity is at a crossroads and everyone has a choice:

Should we continue to use centralised systems and contribute to the progression of ‘Big Tech’s’ ambition for power and dominance, where humans are data batteries and our rights are subjective?

Or should we choose operating systems that empower individuals to have ownership and control over their digital experiences and their data?


This will increasingly become a consequential choice as the capabilities of AI evolve and the data that platforms and their partners collect on us increases exponentially. You can read about why this matters in our manifesto.

How do I use SELF?

To learn how to use SELF, check out the User Guide here. This will take you through all the steps to get started and make the most of SELF’s features.

I'm experiencing an issue, what should I do?

During this beta phase there are a number of issues you may face. These are to be expected. Common issues include:

Issue: I didn't receive a verification code via email when signing up

Potential Resolution: As this is about your mail protection configuration, try adding info@self.app to your address book and/or mark as a 'safe sender'. If that doesn't work, or you don't want to change your mail protection configuration, please use a different email address.

Issue: SELF doesn't generate hyperlinks I can click on

Potential Resolution: Sometimes SELF doesn't realise you want a link, so try asking SELF specifically to send a link - for example, include "send me a web link" or similar, in your message.

Issue: SELF forgets information or gets confused

Potential Resolution: This is part of the beta improvement process so there's nothing to do here other than be patient with your SELF and perhaps message SELF in a different way.

Issue: I can't reset my password / my account isn't recognised

Potential Resolution: Almost always this is because you didn't enter your verification code when signing up.

If none of the above issues match yours, or the potential resolutions don't seem to work, please open a support ticket in the support channel in Discord: https://discord.gg/selfcommunity

How does the referral program work?

We are offering the opportunity for you to earn $SELF tokens for every new person who signs up to SELF or upgrades their account. You can read about how our referral program works here and select it from the menu when logged into the platform.

Where can I read about SELF & ENTIRETY?

You can read more about SELF and the sister project ENTIRETY in our documentation. Visit our Docs Portal to find comprehensive details about the project’s purpose and long term vision. Click here to view SELF’s roadmap.

Why do I keep getting logged out of SELF?

You get logged out of SELF regularly for your own security. This helps reduce the risk of unauthorised access to your personal information

How does SELF filter web content?

SELF filters web content by using advanced algorithms and user-defined preferences to tailor the digital experience. It prioritises content that aligns with your interests and needs while ensuring that your privacy and security are maintained. This personalised approach helps in delivering relevant and meaningful content to you.

When will the $SELF token launch?

$SELF will launch in early 2025. For more details on the token click here, or for the roadmap click here.

What is Ethics TV?

Ethics TV is a video podcast discussing ethics in a digital world presented by SELF's Founder and CEO, Jonathan MacDonald.

Ethics TV on Spotify: https://tinyurl.com/ethicstv
Ethics TV on Apple: https://podcasts.apple.com/us/podcast/ethics-tv-with-jonathan-macdonald/id1779627552

How can I be part of the community?
Is SELF free to use?

SELF is free to use up to a limit, then you can upgrade to a higher tier. There is a free 7-day trial for each tier to see if it suits you. Click here for further information.

Who is part of the SELF team?

SELF was founded by the globally renowned thought-leader on ethical tech; Jonathan MacDonald. He is joined by a highly skilled team of experts and entrepreneurs including Rob McCardle (CTO), Justine Butler (Head of Operations), Tevi Tuakli (Community Relationships), Vanessa Vastag (Creative Director), a global developer team, and a deeply experienced advisory board.

How does SELF ensure the privacy and security of my data?

SELF is designed with sovereignty and privacy in mind, no user data is ever shared with third parties. Additionally, SELF employs advanced security protocols and encryption to safeguard your data.

Can SELF integrate with other business tools?

There are many upgrades coming soon that will enable integration with various tools and applications. All with the ambition of making your life easier, saving time and energy.

How can I provide feedback or suggestions for SELF?

You can provide feedback or suggestions via this survey.

What languages does SELF support?

SELF supports multiple languages - feel free to use your preferred one.

How does SELF differ from traditional search engines?

SELF is a personal, adaptive filter and AI assistant that personalises your digital experiences on a secure, private platform, unlike traditional search engines that provide generic results. It focuses on delivering relevant content without ads or compromising your data while accessing the internet anonymously on your behalf.

How does SELF compare to other AI platforms like ChatGPT?

SELF is a comprehensive platform that personalises and enhances your digital experiences while ensuring privacy and security, unlike ChatGPT, which is primarily a conversational AI model. SELF offers features like a search engine without adverts, a memory bank, and a personal shopper, focusing on user privacy and data sovereignty.