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SalesChoice, in partnership with Purolator, received support from the Ontario government to commercialize a ground-breaking AI-powered driver health and safety solution.

September 20, 2021 | Ontario, Canada – Ontario-based AI SaaS startup, SalesChoice, is partnering with Purolator, one of North America’s leading courier and logistics companies and the Government of Ontario, through Ontario’s Autonomous Vehicle Innovation Network (AVIN), on a new driver health and safety initiative that will test the effectiveness of an AI-based predictive mood tracking and prescriptive mobile application.

Over the years, the health industry has developed more proactive approaches, focusing on health management rather than disease treatment. And for good reason since between 60-80% of workplace accidents are the result of stress-induced issues (Employee Health and Safety Reporting Research). This project aims to tackle this ongoing challenge, while testing ways to improve driver health and safety standards, by equipping Purolator with a first-of-its kind AI Mood Mobile Application, powered by SalesChoice’s award winning AI technology. The innovative solution will be used to help identify early signs of risks among Purolator’s 5,000-plus courier drivers based on real-time mood insights, advancing enhanced wellness and improved road safety practices.

Additionally, the $100,000 investment by Ontario through AVIN is being matched by a $100,000 in investment from both Purolator and SalesChoice, for a total project value of $300,000.

We are thrilled to be partnering with Purolator and the Ontario government through AVIN on this very innovative grant project to build an AI Mood App, using our AI Insight Engine Platform to support Purolator’s courier drivers’ health and wellness goals. Employee health and safety is a top priority for Purolator, which made them a perfect customer to partner with. Covid-19 has reinforced to everyone that health matters, with nearly two out of three North Americans feeling even higher levels of stress. Emotional stress is a major contributing factor to the six leading causes of death in North America: cancer, coronary heart disease, accidental injuries, respiratory disorders, cirrhosis of the liver and suicide. Many accidents are correlated with feelings of stress, and an early diagnosis of health risks is the design priority of our AI-software research and development,” said Dr. Cindy Gordon, CEO and Founder, SalesChoice.

“Employee health and well-being is a core value of Purolator and we are always innovating and looking at ways to make our workplace the best it can be for our people. This includes testing new approaches and using AI insights to help keep our employees safe every day. We’re pleased to be part of this unique initiative and help support a visionary program that will improve the health and wellness of those working in the transportation sector and help foster growth of this industry,” said Ken Johnston, Senior Vice President, People and Culture, Purolator.

“Ontario is proud to invest in innovative, made-in-Ontario technology that has the opportunity to improve safety for courier drivers and other road users,” said Caroline Mulroney, Minister of Transportation. “Road safety is a top priority for our government, and this innovative application is an exciting example of one of the ways AI technology can be used to reduce the risk of road accidents.”

“Developing advanced software to improve employee and road safety is a great example of effective collaboration between industry and government,” said Vic Fedeli, Ontario Minister of Economic Development, Job Creation and Trade. “The partnership demonstrates how targeted investments through Ontario’s Autonomous Vehicle Innovation Network are helping small and medium-sized technology companies grow while furthering the province’s leadership in the development and demonstration of technologies in the automotive and mobility sector.”

The scope of the project also includes the technology’s ability to identify other rich data sources for Purolator that can be correlated to increase health, stress and safety indicator intelligence to reduce potential driver accidents and health risks. The first release will be tested with over 125 courier drivers in 2022 to determine its scalability and effectiveness in supporting the Purolator’s national health and safety targets, followed by commercialization plans.

About AVIN
Ontario’s Autonomous Vehicle Innovation Network (AVIN) is an initiative of the Government of Ontario, led by the Ontario Centre of Innovation (OCI), designed to reinforce Ontario’s position as a North American leader in transportation technology and infrastructure systems. Through resources such as research and development (R&D) support, talent development, technology acceleration, business and technical support, and demonstration grounds, AVIN provides a competitive advantage to Ontario-based automotive and mobility technology companies.

Ontario’s 2021 Budget announced further support for the auto sector by investing $56.4 million over the next four years to build on the successful elements of AVIN and create the Ontario Vehicle Innovation Network (OVIN). OVIN’s expanded mandate will help foster the next generation of electric, connected, and autonomous vehicle and mobility technologies in Ontario.

About Purolator

Purolator Inc. is a leading integrated freight, package and logistics solutions provider in Canada. Celebrating  60 years of delivering its customers’ promises, Purolator continues to expand its reach and renowned service levels and reliability to more people, more businesses and more places across the country and around the world. Purolator is proud of its Canadian heritage and is focused on sustainably positioning itself for future growth and success. Purolator is also committed to contributing to the well-being of the communities it serves and where more than 13,000 of its employees live, work and play. For more information, visit

For more information, please contact:
Dr. Cindy Gordon, CEO, SalesChoice Inc. | [email protected]

Or please visit where you can contact us for a meeting to learn
more about our AI Mood Insights Application integrated with our SalesChoice AI Insight Engine™.

About SalesChoice

SalesChoice Inc. is an award-winning AI Guided Selling Company, specializing in B2B Sales Challenges, bringing leading-edge AI cloud capabilities in: predictive forecasting, account and opportunity scoring, relationship analytics and guided insights for its clients. SalesChoice Inc. also offers AI and ML Strategy, Transformation and Educational Services to advance client modernization needs. SalesChoice is the recipient of the 2019 AI Leader of the Year Award, from and CATA, the 2018 Digital Transformation Award for AI Disruption from ITWC (IT World Canada) and many other awards for their outstanding innovation leadership. SalesChoice is also a Forbes Business and Technology University Artificial Intelligence (AI) Board Advisor.



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