Vue.ai

Vue.ai, built by Mad Street Den, is a retail and enterprise AI platform that brings visual AI to ecommerce. It automates product tagging, powers visual search and generates personalised recommendations by analysing both product imagery and the behaviour of visitors and shoppers. Because Vue.ai profiles individuals to tailor the experiences they see, deploying it on a website that serves European users brings clear obligations under the GDPR and the ePrivacy Directive.

What Vue.ai is

Vue.ai is an AI suite for retailers that combines computer vision and machine learning. Its core capabilities include automated product tagging, catalogue management, visual search, and personalised product recommendations. Founded in 2016 and headquartered in Redwood City, California, with engineering operations in Chennai, India, the company was acquired by M2P in 2025. When integrated into an online store, Vue.ai studies how each shopper navigates and which products they engage with, then uses that profile to surface tailored content and recommendations.

Data and cookies it collects

To personalise recommendations, Vue.ai relies on JavaScript tags and APIs that capture behavioural signals such as page views, product clicks, browsing paths, search terms and add to cart actions. It typically sets cookies or uses similar identifiers to recognise a returning visitor and to keep a consistent personalisation profile across a session and between visits. This information is behavioural and tied to an identifier, so under European law it is treated as personal data even when no name or email is collected directly.

GDPR and ePrivacy implications

Vue.ai is not strictly necessary to deliver a website, so the ePrivacy Directive requires prior consent before its cookies and identifiers are placed on a user device. The profiling it performs also engages the GDPR, since shoppers are categorised and targeted based on automated analysis of their behaviour. The appropriate legal basis for this personalisation, profiling and analytics activity is consent under Article 6(1)(a), and that consent must be freely given, specific, informed and as easy to withdraw as it was to grant.

Consent requirements

Vue.ai tags should load only after the visitor has accepted personalisation cookies through your consent management platform. The default state must be no tracking, with no pre ticked boxes and no reliance on legitimate interests for these purposes. Your consent banner needs to name the personalisation activity clearly, explain that profiling shapes the recommendations shown, and offer a genuine reject option. Records of consent should be retained so you can demonstrate compliance to a supervisory authority.

International data transfers

Vue.ai processes data in the United States and in India, so personal data from the European Union leaves the EEA. Transfers to the United States can be covered by the EU US Data Privacy Framework where the provider is certified, while transfers to India, which is not the subject of an adequacy decision, rely on Standard Contractual Clauses backed by a transfer impact assessment and suitable technical safeguards. You should confirm the current transfer mechanism in your data processing agreement and keep it under review.

Practical compliance steps

Start by mapping every Vue.ai cookie and identifier and adding them to your cookie policy with clear purposes and durations. Gate the tags behind your consent platform so they fire only on acceptance, and test that rejection truly blocks them. Sign a data processing agreement that addresses transfers to the United States and India, complete a data protection impact assessment for the profiling, and review the setup periodically as Vue.ai features evolve. Together these steps let you use AI personalisation while respecting European privacy law.