receives privacy certification developed by Ann Cavoukian

Toronto-based has received the Privacy by Design certification, which aims to help companies enhance their privacy awareness and compliance. claims it is the first AI company in the world to receive the certification.

“We were impressed with how deeply rooted AI privacy is within the company’s framework.”

The Privacy by Design is a certification program that was developed by Ann Cavoukian, the former information and privacy commissioner of Ontario. The certification is granted through PECB MS, a certification body that provides education and certifications in various disciplines.

Cavoukian noted that received the certification because it holds a thorough understanding of the privacy, security, and ethical issues associated with using AI technology.

“When conducting the assessment of, we were impressed with how deeply rooted AI privacy is within the company’s framework,” said Cavoukina. “[Its] commitment to consumer privacy is outstanding and is a gold star example of how powerful AI can be when harnessed securely, with privacy embedded into its design.”

RELATED: Ann Cavoukian still has problems with Sidewalk Labs’ approach to data with Quayside helps large enterprises use AI to comb through consumer behavioural data to personalize experiences with customers. The company has developed the Trusted Signals Platform, a consumer intelligence network that aims to help businesses generate predictions about consumers’ needs without compromising privacy and trust. Specifically, businesses can use the platform to predict what consumers need, as well as access a suite of AI-powered tools that help identify and engage with customers.

According to Steve Irvine, the founder and CEO of, the certification helps reinforce the company’s founding and operational principles of maintaining consumers’ privacy and trust. The company noted that the certification will help it protect consumers’ personal information and tackle privacy issues, such as high-profile data security breaches and heightened privacy concerns from consumers.

“Our Trusted Signals Platform was specifically designed to help consumer businesses get the insights they need to unlock the power of AI in a secure and private way, so to be recognized as the first company in our category is a powerful proofpoint for us,” said Irvine.

PECB MS has partnered with KPMG to launch the Privacy by Design certification program, which is based on the principle that any actions that organizations take that involve processing personal data must be done with data protection and privacy in mind.

RELATED: Mike Shaver joins as CTO

The certification program’s goal is to ensure that companies like build privacy into their system and processes. Specifically, the certification is based on seven principles, which are tested using KPMG’s Privacy By Design assessment framework. Some of the principles include privacy embedded into design, end-to-end security, visibility and transparency, and respect for user privacy.” has made other efforts to strengthen its commitment to privacy and ethics in the past. In May 2018, the startup announced that Vector Institute co-founder Richard Zemel had joined as an advisor to help explore privacy and fairness in AI.

In September 2018, raised a $39 million Series A round led by Portag3 Ventures, with participation from existing investors Georgian Partners and Real Ventures. The company also announced a partnership with insurance comparison website Kanetix to pilot an AI and machine learning solution to enhance customer experience and improve marketing return on investment (ROI).

Image source Unsplash. Photo by Campaign Creators.


Amira Zubairi

Amira Zubairi is a staff writer and content creator at BetaKit with a strong interest in Canadian startup, business, and legal tech news. In her free time, Amira indulges in baking desserts, working out, and watching legal shows.

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