The announcement came on Thursday at the C2 Montréal conference. The artist—legal name William Adams—did not disclose the financial terms of the arrangement. You may know him from a little group called the Black Eyed Peas, but Adams is a member of the World Economic Forum’s Fourth Industrial Revolution Advisory Committee and the Global Artificial Intelligence Committee. He will be advising Stradigi on ethics and bias. (Montreal Gazette)

Talking point: The federal government and local companies have used ethics as a way of differentiating the country in the AI space, in an all-important effort to ensure we’re not 2000 and late. Ottawa launched a panel in May on the subject co-chaired by Element AI’s Yoshua Bengio and RBC’s Foteini Agrafioti, and has partnered with France and the U.K. to form a research partnership led by CIFAR. With Adams’ advice, Stradigi could play a big role in that movement—it’s one of the biggest AI laboratories in Canada, and continues to grow. Its CEO said Thursday that the company is looking to add another 80 positions to its now-150 employees. It also has plans to open offices in the U.S. and Brazil.