Desafia Program
Human AI in Canadá
From March 17 to 28, 2025, Human AI Tech is participating in the Desafía Canada program — an initiative by ICEX and Red.es, in collaboration with Centech MTL — which supports the international expansion of Spanish artificial intelligence startups into the tech ecosystems of Montreal and Toronto.
Over two weeks, our Head of Innovation, Íñigo Benito, is taking part in an immersive experience that combines strategic training, expert meetings, and key connections to help scale AI solutions in the Canadian market.
A Transformative Experience
“For me, this experience is a great opportunity, both personally and professionally,” says Íñigo. “It allows me to discover a completely new country, see how things work here, and connect with incredibly interesting people from the worlds of innovation and AI.”
During this first week in Montreal, Íñigo has taken part in sessions with institutions such as MILA, IVADO, and the Conseil de l’innovation du Québec, and has received training on cultural adaptation, legal strategy, and access to the Canadian market.
Three Key Takeaways from “Desafía Canada”
Íñigo has shared three essential insights he’s gained from the first part of the journey:
- Listen, compare, and learn
“I’ve learned that you shouldn’t be too in love with your own idea — you always need to be open to hearing different perspectives. Even if someone is not from your field, they can still offer you valuable insights.” - The strength of the team and the importance of asking for help
“Having a team that supports you and helps bring your idea to life is crucial. Asking for help and testing your idea with many people is fundamental.” - Cultural sensitivity and business etiquette
“Here, the way business is done is different. It’s important to be mindful of each region’s sensitivities. For example, in Quebec, talking about Canada is not the same as talking about Montreal or Quebec specifically. And the use of French and English really matters — you have to adapt.” In the end, the cultural duality between English and French means your communication and value proposition must be carefully tailored.
B2B Meetings
The program has allowed Human AI Tech to connect with key professionals from Canada’s AI, innovation, and human resources ecosystem. Some standout meetings included:
- With Jean-Baptiste Audrerie (Nexa RH), a specialist in competency assessment with extensive experience at IBM, who provided a comprehensive overview of the HR sector in Quebec and introduced key contacts.
- With Julien Bureau (Université Laval), a researcher in academic motivation, with whom potential collaborations in education and AI were explored.
- With Patricia Girard (Plan Monark), who showed interest in integrating our socio-emotional assessment into corporate cultural transformation processes via API.
In addition, Íñigo took part in group sessions with other selected startups and experts from Mirabilis and IVADO, exploring how AI solutions can be applied across different sectors.
Insights from the Ground
The program has focused not only on commercial opportunities, but also on understanding how business is conducted in Canada, the role of regional dynamics (such as Quebec), and how to approach this complex yet highly promising market with cultural sensitivity and precision.
Thanks to Centech’s support, Human AI is connecting with a highly specialized network that is helping us refine our approach to the North American market.
“The value of the program lies in how Centech connects you with people who truly understand this ecosystem — and also understand your specific use case. They help you figure out where to start, who to talk to, and how to make your way in. If you came on your own, without knowing anyone, you wouldn’t even know where to begin.”
Second Week: Toronto, Innovation, and Expansion
The second part of the program took Íñigo Benito to Toronto, where the focus shifted to investment, scalability, and real opportunities for international collaboration.
After an intense week in Montreal, the next stage of the program brought Íñigo to Toronto — a key city for technological innovation in Canada. This leg of the journey focused on expansion opportunities, investment, and a deeper understanding of the local business ecosystem.
Highlights included:
- Participation in a roundtable at the University of Toronto with Professor Luis Seco, alongside local academics and entrepreneurs, sharing experiences and exploring synergies in applied AI.
- A visit to MaRS Discovery District, one of Ontario’s leading innovation hubs, specializing in health, climate tech, and entrepreneurship.
- A meeting with Toronto Global, an organization that supports international companies in entering the city and connecting with strategic stakeholders.
- Attendance at the closing event organized by ICEX at the Canadian Innovation Exchange (CIX), focused on startups, investment, and the development of transformative solutions.oras.
This second week has allowed Human AI to gain deeper insight into the Canadian business landscape, identify strategic entry points, and validate the fit of its technology across diverse corporate environments, with a particular focus on competency assessment and talent development.
“These days have been an opportunity to test our value proposition with different players in the Canadian market and receive direct feedback on its usefulness and adaptability. It’s been an intense, but truly enriching experience.”
The Desafía program experience comes to an end, but the doors opened and the relationships built mark the beginning of a new chapter in Human AI Tech’s international expansion.
