On Thursday evening, drones illuminated the sky over Toronto’s waterfront with a series of health-related inquiries as part of an advertising campaign for a new AI-powered chatbot by President’s Choice. The questions included topics such as the effectiveness of Melatonin, the necessity of 8 hours of sleep, and the symptoms of insomnia, along with a QR code for accessing the chatbot service.
The display, which commenced at around 11 p.m. and lasted for 15 minutes, promoted a free chat service provided by PC Health, a division of Loblaw Companies Limited. PC Health utilizes Canadian clinical guidelines to offer a user-friendly platform for asking health-related questions and receiving real-time information.
While some residents found the advertisement convenient, not everyone shared this sentiment. Videos of the drone show near Fort York circulated on social media, eliciting mixed reactions. Some individuals on Reddit expressed displeasure, with one commenter calling for an immediate ban on such ads. Another driver mentioned that the display obstructed their view on the Gardiner Expressway.
Local urban planner Sean Galbraith criticized the ad, describing it as disruptive and questioning the need for further advertising in the night sky. The company behind the campaign stated that the inspiration for the drone show stemmed from the common late-night health-related queries that Canadians often ponder.
Jessica Matheson, a resident from the west end, acknowledged the novelty of the health chatbot service amidst healthcare challenges but expressed concerns about the intrusive nature of the drone show. She emphasized the importance of companies respecting boundaries and engaging in nuanced discussions about drone advertising.
Galbraith further criticized the drone campaign, highlighting its intrusive nature compared to traditional billboard ads. He emphasized the importance of considering people’s preferences and not imposing excessive advertising on urban spaces. CBC Toronto sought comments from city officials, including Coun. Ausma Malik, and the police regarding the drone advertisement.