Terms of use

beform is a product and brand of crue GmbH, a limited liability company under Swiss law, with its registered seat in Ennetbaden, Canton of Aargau, UID CHE-305.303.337, VAT number CHE-305.303.337 MWST, business address Bahnhofstrasse 44, 8001 Zurich, Switzerland (“crue”, “we”, “us”).

These terms of use govern your use of the website beform.ai, including its subdomains (the “website”), and of everything offered on it free of charge: the beform demo, the return calculator, the pricing pages, The Visual Sales Playbook, the research paper, the newsletter Seen First and all forms, including requests for a call, a contact or an estimate (together the “free services”).

By using the website or a free service you accept these terms. If you act for a company, you confirm that you are authorised to accept them on its behalf, and “you” then means both you and that company. If you do not accept these terms, please do not use the website.

Paid services, including beform setups, Pro for consultants, add-ons, usage, hosting and any other service, are governed exclusively by the written offer or contract agreed with crue and the terms referred to in it. Section 3 summarises the commercial model for information. In case of conflict, the offer or contract prevails over these terms. General terms of yours do not apply, even if crue does not object to them.

The website is directed at businesses and professionals. Where you use it as a consumer, the mandatory provisions of consumer protection law remain reserved.

Content on the website is general information. Descriptions of beform, its setups, Pro for consultants, add-ons, features, integrations and timelines do not constitute an offer within the meaning of Art. 7 CO. They are an invitation to request an offer.

Prices shown as “from”, add-on prices, typical investments, usage rates per render and all other figures are non-binding and indicative. Unless stated otherwise, prices are in Swiss francs (CHF) and exclude value added tax. Amounts in other currencies are indicative conversions. Errors, omissions and changes to prices and services are reserved.

Estimates of usage, cost, effort or time to go live are non-binding. How usage is invoiced is described in section 3.

Results of the return calculator are non-binding estimates, calculated automatically from your inputs and general assumptions. They are not a forecast, a promise, a guarantee or an offer.

A contract with crue only comes into existence through a written order confirmation from crue or an offer or contract signed by both parties. Calls, demo sessions, emails exchanged beforehand and statements on the website do not create a contract or an obligation to conclude one.

This section summarises how beform is sold. The individual offer or contract governs, and in case of conflict it prevails.

beform is sold as a one-time project. The customer pays a one-time setup fee for the agreed setup and for any add-ons ordered with it. beform is not sold as a subscription.

AI rendering usage is invoiced by crue at indicative rates. The rates depend on the prices of third-party AI providers and may change at any time. crue gives notice of a change, and changed rates apply from the next billing period.

Usage is limited by a cap set for each customer. When the cap is reached, new renders pause until the next billing period or until the cap is raised. Usage up to the cap is payable.

beform runs either in the customer’s own environment, at the customer’s cost, or is hosted by crue. Hosting by crue is invoiced separately. Third-party costs, such as advertising budgets paid to Google or Meta, are not included and are borne by the customer.

Ongoing services, such as usage, hosting by crue and support, can be ended with three months’ notice, unless the individual contract provides otherwise.

If crue discontinues beform or an ongoing service, it gives at least three months’ notice and ensures an orderly handover as agreed in the individual contract.

Payment terms, including when the setup fee falls due, are set out in the individual contract. Value added tax is charged in addition where applicable.

Visuals, versions, before and after images, photo analyses, suggestions and recommendations produced with beform (“AI outputs”) are generated automatically by AI systems of third parties, currently including models of Google and OpenAI, from the photo and the choices provided. Visuals generated live, including in the demo and in a customer’s showroom, are shown without prior review by a person at crue. Estimates and price ranges produced with beform are calculated automatically and are treated like AI outputs under these terms.

AI outputs are illustrative and indicative only. They are not true to scale and may contain errors, distortions, invented or omitted details and inconsistencies, including in geometry, proportions, dimensions, materials, colours, textures, light, products, fixtures and surroundings. beform instructs the models to keep the geometry of the original photo, but this is not guaranteed.

AI outputs do not constitute a guarantee, a warranted quality (zugesicherte Eigenschaft) or any other assurance regarding any product, material, colour, finish, dimension, quantity, availability, price, cost, feasibility, structural soundness, compliance with building, planning or permit requirements, or result.

AI outputs are not architectural, engineering, structural, building code, planning, permit, legal, tax or financial advice, and they do not replace a site visit, measurement, planning or advice by qualified professionals. Before any decision based on an AI output, such as an order, quote, purchase, contract or any construction, renovation or installation work, the output must be verified by qualified professionals. You bear the risk of decisions taken on the basis of AI outputs.

AI systems can produce identical or similar outputs for other users. AI outputs are neither unique nor exclusive. crue does not warrant that AI outputs are free of third-party rights, including copyright, design, trademark, personality and privacy rights, or that they are eligible for protection by copyright or any other intellectual property right.

You must not present AI outputs as photographs of an existing or completed project or use them in any other misleading way. When you show AI outputs to others, label them as AI-generated illustrations. The AI and visualisation notice explains these points in plain language. In case of conflict, these terms prevail.

beform marks visuals as AI-generated, visibly in the demo and in machine-readable form, as described under EU AI Act readiness in the AI and visualisation notice. Companies that use beform act as deployers within the meaning of the EU Artificial Intelligence Act where it applies. You must not remove or alter these markings, and you must disclose AI-generated visuals yourself where the law requires it, in particular under Art. 50 para. 4 of the EU Artificial Intelligence Act. crue does not warrant that these measures meet every legal requirement that applies to a particular use.

Measurements, dimensions, areas, quantity lists, sketches, floor plans, three-dimensional visuals and cost ranges produced with beform (together “estimates”) are derived automatically from photographs, from uploaded plans and from the inputs provided, with assumptions such as typical reference sizes. They are approximate. They are not a survey, a measurement or a setting out, not a construction, execution or permit plan, not a structural or building physics calculation, not a bill of quantities to order from, and not a quote or an offer. Drawings produced with beform are schematic and only as true to scale as the dimensions entered allow.

Before any order, quote, purchase, planning or construction work, every dimension, quantity and price taken from an estimate must be measured and verified on site by qualified professionals. To the extent permitted by law, crue accepts no liability for decisions, orders, purchases, quotes, planning or construction work based on an estimate, including for material ordered short or in surplus, for cost overruns and for delays. Clause 12.5 remains reserved.

beform is a sales and communication platform. crue is not a party to any contract between a company that uses beform (“beform customer”) and its clients or prospects, and it does not act as contractor, planner, architect, engineer, supplier, broker or agent of either side.

crue is not responsible and accepts no liability for quotes, prices, estimates or budget ranges given to clients, including those produced with the Pricing and estimates add-on or other beform features from the beform customer’s own prices and rules, nor for advice, planning, measurement, execution, workmanship, materials, products, defects, delays, costs, permits, safety or any renovation, construction, installation or other work.

beform customers remain solely responsible for everything they present, promise, recommend or quote to their clients, for reviewing every AI output before they use it, for the prices and rules they configure, for labelling AI outputs appropriately and for complying with the law that applies to their business, including the law on unfair competition, advertising, consumer protection, data protection and artificial intelligence.

If you are a client of a beform customer and have seen a visual or a price range made with beform, that company is your contact for questions, quotes and claims, not crue.

Where a beform customer uses its own price list, rates, waste factors, regional factors or rules for estimates, that customer is solely responsible for their content, their accuracy and keeping them current, and for every price, range and quantity it communicates to its clients. Price tables that crue supplies by default are general indicative values for demonstration, not market prices for a particular project, region or point in time.

Research findings quoted on the website, example scenarios, figures modelled with the return calculator, The Visual Sales Playbook and the research paper describe general research and illustrative scenarios, not results of named customers.

They are no promise or guarantee of any result for you, in particular of more inquiries, appointments or conversions, higher project values, revenue, profit, savings or time saved. Results depend among other things on your market, your offer, your team, your traffic and how you use beform.

The playbook and the research paper contain general information and opinions as of their publication date. They are not individual legal, business, sales or marketing advice. Research findings are reported from third-party studies in their original settings and may not transfer to your situation. crue does not guarantee that they are complete, accurate or up to date.

The demo is free, offered for evaluation only and limited in the number of photos, renders per photo and renders per connection and per day. crue may change these limits, the engines and the features, pause the demo or discontinue it at any time without notice. There is no entitlement to use the demo or to receive a result.

By uploading a photo you warrant that:

• you own the photo or hold all rights and consents needed to upload it and to have it processed as described in these terms,
• it shows a room, building, facade, garden or other space and no identifiable person,
• it contains no personal data of third parties, such as documents, name plates, screens or vehicle licence plates, and no confidential information,
• where it shows property of others, you have their permission, and
• neither the photo nor its processing infringes third-party rights or the law.

You keep all rights to your photo. You grant crue a non-exclusive, worldwide, royalty-free licence, which crue may sublicense to the service providers named in the privacy notice, to reproduce, transmit, adapt and otherwise process the photo, your choices and your note in order to analyse the photo, produce the visuals and suggestions you request, and operate and secure the demo. crue may use aggregated information about how the demo is used, such as numbers of renders and the areas and styles chosen, to improve beform. Your photo is not used to train AI models.

crue does not store uploaded photos or the resulting visuals beyond processing. The photo is reduced in size in your browser and sent to our servers for each analysis, suggestion and render, passed to the AI provider and discarded once the request is completed. The result returns to your browser and is gone when you close or reload the page. To apply the limits, a signed cookie keeps a one-way fingerprint of each photo and the number of renders, not the photo itself. The AI providers may retain inputs and outputs for a limited period under their own terms, in particular to detect abuse. Details are in the privacy notice.

When using the website or the demo, you must not:

• upload or generate content that is unlawful, infringing, defamatory, pornographic, violent, discriminatory or otherwise offensive, or try to make the demo produce such content,
• upload photos of property of others without their permission, or photos taken in breach of privacy or trespass rules,
• use visuals to deceive, in particular by presenting them as real photographs or completed projects, or as evidence of the condition of a property, for example in a sale, rental, insurance or legal matter,
• access the website, the demo or their interfaces by automated means, scrape, crawl or bulk download content, or use them to build or train a competing product or an AI model,
• circumvent or attempt to circumvent limits, watermarks, AI markings, consent choices or security measures, for example by clearing cookies, rotating IP addresses or using several identities,
• reverse engineer, decompile, copy or extract the software, instructions, workflows or design of beform, unless the law expressly permits it, or
• probe, test, attack or overload the website or its infrastructure, introduce malicious code, attempt to manipulate the AI instructions or otherwise interfere with the operation of the service.

crue may block requests, connections or users, refuse or delete content and outputs and end access to the demo at any time without giving reasons, in particular where these terms are breached or misuse is suspected. Further claims remain reserved.

Visuals produced in the demo carry a visible beform watermark and badge and machine-readable AI metadata. You may use them only to evaluate beform within your company and, if you are a private person, privately in connection with your own project. Any other use, in particular any commercial use in offers, client presentations, advertising, websites, social media, listings or portfolios, requires a prior written agreement with crue. You must not remove, crop, alter or obscure the watermark, the badge or the metadata. To the extent crue holds any rights in demo visuals, it grants you a non-exclusive, non-transferable and revocable licence for this permitted use. Clause 4.5 applies.

In the Pro demo, beform can also estimate the dimensions, surfaces and quantities of a space from a photograph, draw a sketch of it, calculate an indicative cost range and turn an uploaded floor plan into a redrawn plan and into visuals. Clauses 4.8 and 4.9 apply to all of it. A floor plan you upload, as an image or as a single page PDF, is covered by clauses 7.2 to 7.4 in the same way as a photograph. Floor plans often carry names, addresses and other personal data, so please remove what is not needed before you upload one.

All rights to beform, the beform name and logo, the website, the software, the rendering pipeline, its instructions and workflows, interface designs, texts, images, videos, graphics, The Visual Sales Playbook, the research paper and all other content, except your own uploads, remain with crue or its licensors. These terms transfer no rights to you and grant no licence beyond this section.

You may view the website and print or save individual pages for your own information. Any other reproduction, distribution, making available, modification or use requires the prior written consent of crue, unless the law expressly permits it, for example for private use or quotation under Art. 19 and 25 CopA.

You may use The Visual Sales Playbook and the research paper for your personal information and for internal purposes within your company, including printing the worksheets for your own team. You may quote short passages if you name the source and link to beform.ai. Reselling, republishing, making them available to the public, translating or adapting them for third parties and using them in paid training, courses or publications require the prior written consent of crue.

If you send us feedback, ideas or suggestions about beform, crue may use them freely and without compensation.

The newsletter Seen First is free and written for professionals. You receive it only after you have confirmed your subscription through the link we send you (double opt-in). You can unsubscribe at any time through the link in every issue or by writing to hi@beform.ai.

crue may change the content, frequency or format of the newsletter or discontinue it. Its content is general information, and sections 6 and 12 apply.

When you send a request, crue may contact you by email or phone about it. Forms and email are not end-to-end encrypted. Please do not send confidential information or sensitive personal data through them.

crue does not guarantee that the website and the free services are available at all times, without interruption or errors, from every location or on every device, or that they are free of harmful components.

crue may restrict or interrupt access for maintenance, updates, security or reasons beyond its control.

crue may change, extend, restrict or remove content, features and free services at any time without notice. For paid services, clause 3.7 and the individual contract apply.

The website links to and embeds content of third parties, such as maps, social networks and cited publications. crue has no influence on this content, is not responsible for it and does not adopt it as its own. Access is at your own risk and subject to the terms of the third party.

AI outputs are produced with AI systems of third-party providers. crue does not control these systems, their availability, their outputs or changes to them. Processing by these providers is also subject to their own terms and policies. The providers are listed in the privacy notice.

Names, logos and trademarks of third parties, such as integration partners, belong to their owners. Showing them does not imply endorsement or partnership unless this is stated.

The website and the free services are provided free of charge, as they are and as available. To the extent permitted by law, crue gives no warranty for the website, the free services or AI outputs, in particular for their accuracy, completeness, fitness for a particular purpose, availability or freedom from third-party rights.

For the website and the free services, including the demo, the return calculator and the playbook, crue is liable only for damage caused intentionally or through gross negligence.

In all other respects and to the extent permitted by law, the liability of crue, its governing bodies, employees and auxiliary persons for slight negligence is excluded. Liability for auxiliary persons is excluded to the extent permitted by Art. 101 para. 2 and 3 CO.

To the extent permitted by law, crue is not liable for indirect or consequential damage, lost profit, lost revenue or savings, loss of business or reputation, loss or corruption of data, business interruption, claims of third parties including clients of beform customers, damage caused by third-party services, or damage resulting from your breach of these terms.

Liability for intent and gross negligence (Art. 100 para. 1 CO), for personal injury and under mandatory product liability law remains reserved, as do all other mandatory provisions of law, including the mandatory provisions of consumer protection law.

Liability for paid services is governed by the contract agreed for them.

You indemnify and hold harmless crue, its governing bodies, employees and auxiliary persons against all claims, damages, costs and fines, including reasonable legal costs, asserted by third parties or authorities as a result of content you upload or submit, your use of AI outputs, in particular towards your clients, or your breach of these terms or of the law. This does not apply to the extent you prove that you are not at fault.

crue will inform you of any such claim, may conduct its own defence and may ask you for the information and support needed for it.

How crue processes personal data is described in the privacy notice. The privacy notice informs you and is not part of these terms.

If you submit personal data of third parties, although these terms ask you not to, you are responsible for being entitled to do so and for informing those persons.

crue may amend these terms at any time. The version published on this page at the time of your use applies. The date of the last update is shown at the top.

Amendments do not affect use completed before their publication. For continuing use, such as the newsletter, amended terms apply from their publication. If you do not agree with them, stop using the service concerned or unsubscribe.

If a provision of these terms is or becomes invalid or unenforceable, the remaining provisions remain valid. The provision concerned is reduced to the extent permitted by law or replaced by a valid provision that comes as close as possible to its purpose. The same applies to any gap.

If crue does not exercise or enforce a right, this does not constitute a waiver of that right.

crue may transfer these terms and the rights and obligations under them to an affiliated company or to a successor of the beform business. You may transfer them only with the prior written consent of crue.

These terms and all legal relationships arising from the use of the website and the free services are governed by Swiss substantive law, excluding its conflict-of-law rules and the United Nations Convention on Contracts for the International Sale of Goods (CISG).

The exclusive place of jurisdiction for all disputes is Zurich, Switzerland. crue may also bring proceedings at your domicile or registered seat or before any other competent court.

Mandatory places of jurisdiction, in particular for consumers under Art. 32 and 35 CPC and the Lugano Convention, remain reserved.

These terms are written in English. Translations are provided for convenience only. In case of discrepancies, the English version prevails.