The 2025 national winners of the Défi OSEntreprendre were announced at the Gala des Grands Prix Desjardins du Défi OSEntreprendre, which took place on June 11, 2025 at the Palais Montcalm in Québec City. This event, which marked the twelfth consecutive sponsorship for Videotron Business for two prestigious awards, allows us to support young entrepreneurs on their path to growth. Inspiring interview with Tony Aube, founder of Amical, winner of the first prize in the Technological and Technical Innovation category.
The story behind the Amical project is a touching one. "My grandmother, who suffered from Alzheimer's disease, lived in a CHSLD in Québec City. Well surrounded by our large family, she was the most visited resident of the entire establishment, according to the staff," recalls Tony Aube. But despite this constant presence, Tony’s grandmother often mentioned feeling lonely. "You can't leave yet, you've only just arrived," she would often say.
In reality, it was her disease that made it impossible to remember the time spent with her loved ones. "People with Alzheimer's live in a perpetual present. It was this observation that inspired me to create an artificial intelligence (AI) companion available 24 hours a day, to reduce the loneliness felt by patients and lighten the burden on families and caregivers," recalls the company's founder.
The result? Amical is an accessible device, without buttons or screens, that allows anyone, even in an advanced stage of the disease, to pick up a traditional telephone handset . . . to talk to a compassionate AI companion. "People with cognitive disabilities may not be able to use modern technology anymore. Existing solutions are too complex and ill-suited to their state of health: many rely on applications. So I had the idea of integrating AI into an object that these people are already very familiar with: a simple landline phone."
Challenges and opportunities
Driven by a solid business model and credible partnerships, including a collaboration with Videotron Business, the Amical project stands out for its concrete impact and Québec roots. But of course, when a company has the ambition to combine two complex fields—health and technology—the development of a new product doesn’t happen overnight...
"The past year has been filled with technical and strategic challenges," says Tony. Five major iterations were required before arriving at the desired solution. "We started by developing a 3D printed prototype, through an expensive attempt to set up a production line dedicated to the manufacture of our own phone, a project that would have cost us several hundred thousand dollars," says the entrepreneur.
While waiting to come up with a viable solution, the team temporarily used emergency phones designed to call 9-1-1, reprogrammed to be redirected to the AI companion. "And in the end, we opted to use an existing VOIP model—modified to feature our colours, with our pink visual signature—making it an elegant, accessible product that is consistent with our brand," he says proudly.
Amical also innovates through its ability to create clinical and social value over the long term. "This is where our true strength lies," says Tony. The team is therefore currently working on developing high value-added features. "Our AI will soon be able to perform automated follow-ups, detect certain problematic signals (such as anxiety and confusion), and send notifications to loved ones or caregivers," he explains.
OSEntreprendre: an incubator of good ideas
Amical's product has been officially in the marketing phase for a few weeks now. "It is actively used by more than 150 residents in some 30 establishments across the province. It's a promising start that even exceeds our initial goals," says Tony. Six months of user testing and hundreds of in-person interactions to refine the product confirm that residents enjoy interacting with the tool, which brings real emotional and cognitive value to the daily lives of those battling Alzheimer's.
Of course, winning the first prize in the Technological and Technical Innovation category is a major step in the right direction. "We were already convinced of the relevance and potential of our AI companion, Amical, but this public recognition confirms that our solution meets a need for many people. It’s the encouragement and motivation we needed to continue to move forward," says Tony. What’s more, following an interview conducted by Radio-Canada, the product is generating a real buzz on social media and among private seniors' residences!
OSEntreprendre: it's your turn!
OSEntreprendre's mission is to inspire entrepreneurs and help build a proud, innovative, committed, and prosperous Québec. The company’s main activity, Défi OSEntreprendre, is a major Québec movement that promotes the entrepreneurial initiatives of thousands of people every year.
Several companies, including Juno Technologies and Kampwise, stood out at this year’s event. The 2025 winners are certainly happy with their journey. Maybe you'll be the next to take the leap and unleash your entrepreneurial ideas? Keep an eye out for registrations for the 28th edition of Défi OSEntreprendre!
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November 2025, By Videotron Business
