Meet Selma.

AI that answers only to you.

Join the waitlist Watch the overview

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 your organisation.

See it work

Answers that never leave your organisation.

AI-powered answers to the questions you could never put into a cloud AI. Tap one and watch Selma work.

SelmaPick a question
Why it stays with you Each question here involves material that shouldn't leave the organisation.

Ledger

Marks: Documented Calculated Synthesised
Illustrative sessions, synthetic records.

The Human at the Helm™ Suite

A machine in your building.
Software that keeps a person at the helm.

The hardware. Selma is a dedicated computer that sits in your building, runs AI on your own documents, and is reached only over your own network. Founded on your values. Installed on your premises. Nothing you put in ever leaves your organisation.

The software. Powering it is the Human at the Helm Suite: five parts designed so a person stays at the helm of every decision. They enforce the rules your organisation wrote, show where every answer came from, decline what the rules forbid, and keep a record you can prove.

The Human at the Helm™ Suite

For AI on your terms
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.
For fewer hallucinations
Stitch
Deterministic document analysis
Cuts hallucinations at the source. Ordinary code, never AI, reads every document before anyone asks a question, so Selma knows what your data can't answer instead of guessing.
For answers you can check
Trace
Provenance for every response
Every fact is marked Documented, Calculated or Synthesised. A figure that can't be traced doesn't get stated.
For rules that hold
Guardrail
Selma's guidance system
Holds to your rules under pressure. Ask Selma to bend and it declines, names the rule, and offers what the record actually shows instead.
For proof when it matters
Ledger
Tamper-evident record
A record of every decision, refusal and human at the helm, and it shows if anyone tampers with it.
For work that stays yours
Nothing leaves your organisation
Answered by the architecture
Your documents never enter anyone's training data, and never sit under another country's laws.
For AI on your terms
The Constitution
A co-designed ethical harness

Your organisation writes the rules: what Selma may do, what Selma must never do, and which human decides. Signed as your Charter, then built into the machine.

For fewer hallucinations
Stitch
Deterministic document analysis

Ordinary code, never AI, studies every document before anyone asks a question, so Selma knows what your data can't answer instead of guessing.

For answers you can check
Trace
Provenance for every response

Every fact is marked Documented, Calculated or Synthesised, so you can see which document it came from and check it before you act on it.

For rules that hold
Guardrail
Selma's guidance system

Holds to your rules under pressure. Ask Selma to bend and it declines, names the rule, and offers what the record actually shows instead.

For proof when it matters
Ledger
Tamper-evident record

Every decision, every refusal and every human who made a call, in a record that shows if anyone has altered it.

For work that stays yours
Nothing leaves your organisation
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, in the building or over your own secure network. Nothing leaves your organisation.

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.

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 running with Australian partner organisations now

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 that knowledge and experience, productised.

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

Shipping in January 2027

Join the waitlist.

Selma is piloting now and ships in January 2027. Leave your details and we'll email you the moment it's available to buy, before anyone else. No newsletters, nothing else.

FAQs

Is Selma a real product or a concept?

Selma is a working system, in pilot with Australian organisations now and shipping in January 2027. Each one runs Selma under a Charter it signed, on a unit in its own building or reached over its own private network. Selma is built for anyone with data worth protecting: community and care services, health, education, universities and research, think tanks, HR, legal, financial services, government and any organisation whose own work is its value.

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

We measure it rather than promise it, and the record is produced by the tests themselves, never typed by hand. Since late September our test bench has asked and scored 7,754 questions with known answers, across thirteen kinds of question, on generated document sets with the mess real ones have. The current build passes 43 of 49 baseline questions in every one of three passes, and all 360 prohibited questions were refused. A change ships only with its measured effect, and each month two document sets and a question family are sealed so the people building Selma never see their answers. There is no independent third-party test yet; the record says so, and it is the next step.

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. Selma is piloting now and ships in January 2027: join the waitlist and we'll contact you the moment it's available.

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.

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