Bengaluru-based startup Pronto has responded to criticism over reports that its service professionals record videos inside customers’ homes as part of artificial intelligence training programmes.
The controversy began after journalist Harsh Upadhyay raised concerns on social media platform X, claiming that Pronto workers used outward-facing cameras during select jobs to support the company’s “Physical AI” vision. The post quickly went viral, attracting more than 2 lakh views and triggering debates around privacy and AI ethics.
Pronto says recordings are fully optional
Responding to the criticism, Pronto clarified that no recordings take place without explicit customer consent. The company stated that only customers who voluntarily opt into the programme receive services involving camera usage.
According to the startup, consent must be confirmed before every booking and is not treated as a one-time approval. It also stressed that professionals do not carry cameras into homes if customers choose not to participate.
Pronto further claimed that the initiative currently involves only 0.1 per cent of its customer base and complies with India’s data privacy regulations under the DPDP Act.
Startup says others in industry follow similar practices
The company also noted that similar recording practices are being explored by other firms in the home services sector as AI-powered systems become more common.
Founded in April 2025 by 23-year-old entrepreneur Anjali Sardana, Pronto provides app-based domestic services including cleaning, laundry, utensil washing, and housekeeping support.
The startup has reportedly achieved a valuation of 100 million US dollars within a year of launch, making it one of Bengaluru’s fast-growing service-tech companies.
Growing debate around AI and privacy
The incident has once again highlighted rising public concerns over how AI companies collect and use real-world data, especially inside private spaces such as homes.
As AI adoption increases across industries, experts believe transparency, informed consent, and strong data protection measures will become increasingly important for maintaining customer trust.