As a strategic partner of ALL IN 2025, Canada's largest event dedicated to artificial intelligence, NATIONAL contributed to the success and visibility of this third edition, held in Montreal on September 25 and 26. Over two days, the city established itself as a true global hub for innovation, bringing together nearly 6,500 leaders and innovators from more than 40 countries to explore the commercial potential of artificial intelligence. ALL IN is much more than just an event—it is a strategic tool for economic diplomacy and technological influence for Canada.
Organised by Scale AI and its partners, the event brought together business leaders, researchers, investors and government representatives. More than 130 journalists from international media outlets such as TIME, The Wall Street Journal, BBC World News, as well as all major Quebec and Canadian media outlets covered the discussions and announcements that marked this edition.
Building bridges between innovation, politics and the media
Involved since the very first edition, NATIONAL has built a relationship of trust with key players in the AI ecosystem. This close relationship has once again resulted in a central role this year in strategic coordination between the political, media and technology communities.
The NATIONAL team helped to foster strategic exchanges between public decision-makers and innovation leaders on the major challenges of digital transformation. Among the political figures in attendance were the Honourable Evan Solomon, Minister of Artificial Intelligence and Digital Innovation and Minister responsible for the Federal Economic Development Agency for Southern Ontario, the Honourable Mélanie Joly, Minister of Industry and responsible for Canada Economic Development for Quebec Regions, Christine Fréchette, Minister of Economy, Innovation and Energy, and Gilles Bélanger, Minister of Cybersecurity and Digital.
Beyond the formal speeches, targeted meetings facilitated dialogue between governments, researchers and entrepreneurs on the challenges and opportunities linking public policy and technological innovation.
A renewed approach to communications
ALL IN 2025's media coverage was one of the drivers of its success. The event benefited from extensive coverage thanks to a revamped media relations approach, combining the power of traditional channels with digital formats.
Among the notable initiatives was the creation of an on-site podcast studio dedicated to recording interviews and discussions on artificial intelligence issues. This initiative extended the conversation beyond the two days of conferences, while offering guests a unique showcase for professionals and the general public.
Another key factor in ALL IN's success was its ability to generate news in real time. No fewer than 11 announcements were made in a space specially designed for press conferences, attracting a large crowd of journalists and participants. These highlights positioned ALL IN as a true platform for innovation, where the next steps in the development of artificial intelligence in Canada and internationally are taking shape.
A strong international presence
The 2025 edition also stood out for its international reach, with the participation of the United Arab Emirates, this year's guest country. The Emirati presence fostered high-level exchanges between government representatives, investors and researchers. A few weeks after the event, the signing of a memorandum of understanding between Canada and the United Arab Emirates confirmed the relevance of this approach and the growing importance of bilateral dialogue on artificial intelligence.
An ecosystem in motion
NATIONAL's central role at ALL IN demonstrates the scope of our expertise in media relations, government relations and international relations, as well as our keen understanding of the challenges and opportunities facing innovation ecosystems.
By collaborating with Scale AI and its partners, the team helped confirm ALL IN's position as an international hub for innovation, while highlighting the strength of an ecosystem where collaboration is at the heart of every advance.
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