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 Canada Beef launches AI Virtual Assistants with Naming Contest During the COVID period, Canada Beef had the opportunity to invest in new content creation, including recipes, photography, and video produced at the Canadian Beef Centre of Excellence. These resources were combined with a wealth of existing materials to create the Beef Information Database (BID). This database provided a systematic way to organize information, making it highly accessible for use by mobile apps, websites, and other digital platforms. The first use of the BID was to power the Canadian Beef Information Gateway, which continues to serve both industry and consumer users. With the rapid growth of artificial intelligence, the BID is now being used for a second generation of tools, including market intelligence generation and new ways to share information on beef selection and preparation. Canada Beef has launched the Canadian Beef Virtual Ambassadors, the first members of a family of AI-powered chatbots designed to make it easier for consumers and industry to find helpful information about Canadian beef. Over the next 12 months, Canada Beef will create additional virtual assistants with personas that include a chef, butcher, and cattle producer. Canada Beef Executive Vice President, Mark Klassen noted, “Canada Beef has developed a comprehensive AI strategy which recognizes the need and opportunity to extend our reach with currently available funds. The new AI tools will raise the bar for both efficiency and the types of assistance we can provide the sector over the next couple of years.” As part of the launch of the new brand ambassadors, Canada Beef is inviting Canadians to help name the two new ambassadors through a fun contest. Consumers can meet the ambassadors online, get inspired and submit at least one proposed name for their chance to win. Prizes include 10 $200 Visa gift cards and one grand-prize Black Top Grill barbecue. “Consumers are increasingly turning to digital tools to find information, inspiration and answers,” said Canada Beef Director, Consumer Marketing, Kelly Hyde. “These virtual ambassadors give consumers another way to connect with information about beef in a simple, accessible and engaging way. We’re excited to see how Canadians interact with these virtual assistants and the names they propose.” The contest is open to legal residents of Canada, excluding Quebec, and runs till October 8, 2026. One entry per person is permitted, and entrants must be 18 years of age or older. Ready to meet the ambassadors and enter the contest? Visit canadabeef.ca/chat now to meet them online, submit your proposed name, and enter for a chance to win. Back to main page KELLY HYDE Director, Consumer Promotions

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