Meet Selma.

AI that answers only to you.

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Meet Selma

Selma is AI that lives in your building, not the cloud. Selma knows your organisation, follows your rules, and nothing you put in ever leaves the building.

Our belief

The organisations that need AI most are the ones least able to use it.

Organisations in the care economy. Child protection. Disability and aged care. Health and community services. Legal aid. Their records are too sensitive to hand to a data centre on another continent, and AI has never sat right with what they value.

Their concerns are VALID.

V
Values
Will it behave the way our organisation decided it should?
A
Accuracy
How do we know it isn't making things up?
L
Legality
From December we must disclose our automated decision-making. Can we even see what our AI does?
I
IP
Our unpublished work is our whole value. Where does it go?
D
Data
We hold records about vulnerable people. Cloud AI isn't a risk to manage, it's a prohibition.

Selma is AI that doesn't compromise on the things that matter to you most.

There's a safer way to use AI.
It's called Selma.

The Human at the Helm™ Suite

Values
The Constitution
A co-designed ethical harness
The rules your organisation writes and signs. What Selma may do, what Selma must never do, and which humans decide.
Accuracy
Stitch
Deterministic document analysis
Ordinary code, never AI, reads every document before anyone asks a question, and records what your data can and can't answer.
Accuracy and Legality
Trace
Provenance for every response
Every fact is marked Documented, Calculated or Synthesised. A figure that can't be traced doesn't get stated.
Data
Guardrail
Selma's guidance system
Declines what your rules forbid, names the rule, and offers what the record actually shows instead.
Legality
Ledger
Tamper-evident record
A record of every decision, refusal and human at the helm, and it shows if anyone tampers with it.
IP
Nothing leaves the room
Answered by the architecture
Your documents never enter anyone's training data, and never sit under another country's laws.

How it works

Your ethics, as configuration.

Four steps, and Selma is yours.

01

You write the rules

Together we set out what Selma may do, what Selma must never do, and who decides. You sign that as your Charter.

02

Selma learns your organisation

Your policies, procedures and records are read in, so Selma answers from your material and not from the internet.

03

Selma is set up for your work

Selma is configured for the specific jobs you need done, with a general chat window alongside for everything else.

04

Selma arrives in your building

The unit is installed on your premises and your team uses Selma through a browser. Nothing leaves the building.

Selma is piloting with five organisations right now.

Get in touch to learn more.

Get in touch

Organisations Selma is designed for

01

Child welfare and child protection

Caseworkers get help with documents and policy, and Selma never predicts or ranks the children and families in their care.

02

Disability and aged care

Incident registers, care notes and participant records stay in the building, and Selma reports only what the record shows.

03

Health and community services

Selma drafts, summarises and finds the right clause in the policies nobody has time to read end to end.

04

Legal aid and community legal centres

Drafting, research and intake, grounded entirely in your own legal knowledge base and protected by your own walls.

05

Environmental protection and advocacy

Submissions, evidence and campaign research stay private until you choose to publish them.

06

Research, regulators and high-value IP

When what you know is your whole value, it should never enter someone else's model. Selma keeps it yours.

Founded on your values.
Installed on your premises.
AI that answers only to you.

Who We Are

EthicAI.

6M+
TikTok views in under a year
AI Summit
Global AI Impact Summit, Australian Government delegation
GIA
Selected by the Governance Institute of Australia to develop national AI board training
In pilot
Selma is deployed and in use with Australian pioneer partner organisations

EthicAI is a Sydney-based AI ethics and governance consultancy. We've spent years inside the organisations Selma is built for, helping them adopt AI without compromising their values, their legal obligations or their control of their own data.

Selma is what that experience has become.

Kara Bombell
Kara Bombell
Co-founder
Katriel Healy
Katriel Healy
Co-founder
Simon Brock
Simon Brock
Co-founder

FAQs

Is Selma a real product or a concept?

Selma is a working system, piloting right now with five Australian organisations across child welfare, community services, healthcare, disability services and environmental protection.

How do I know Selma isn't making things up?

We measure it rather than promise it. Before a Selma ships, we run thousands of questions against sealed answer keys, most designed so any specific answer would have to be invented. The results sit on a register the client can read, and the test re-runs in an afternoon. Independent third-party testing is in progress.

What is the Human at the Helm™ Suite?

The five features that keep Selma inside your rules. The Constitution is the ethical harness your organisation signs. Stitch checks your documents with ordinary code before anyone asks a question. Trace marks where every fact came from. Guardrail declines what your rules forbid and names the rule. Ledger keeps a tamper-evident record of all of it.

Is Selma trained on our data?

No. Selma is configured and grounded in your organisation's own documents, which is different from training on them. Your material stays yours and never enters anyone's model.

Is Selma air-gapped?

If you want it to be. Each organisation chooses: fully air-gapped, local network only, or secure VPN for remote teams. In every configuration, the data and the AI stay on hardware you own.

What does it cost to get started?

That depends on your organisation and use cases, and it's exactly what a first conversation is for. Get in touch and we'll walk you through it.

Why now?

In June 2026, a US export directive suspended access to a major AI model overnight. Every customer globally lost access with no warning and no recourse. When your AI runs on someone else's servers in another country, the switch is not yours. Selma puts the switch in your building.

Why is it called Selma?

Selma is named in honour of Selma Lagerlöf, the first woman to win the Nobel Prize in Literature, who proved that language used with intention and values can create lasting change. Selma also stands for Small Language Model, the technology at the centre of the product.