A Whitby technology company is putting artificial intelligence voice tools to work on the town's own main street. Miramedia, a voice, media and storytelling firm based in Whitby, recently partnered with the Downtown Whitby Business Improvement Area to build a customized voice assistant that helps visitors find restaurants, shops and services in the downtown core.
The assistant made its public debut at the Downtown Whitby BIA information booth during the Home Sweet Home Festival, offering visitors a new way to explore the area while giving the BIA an added channel for reaching the community.
The company, which has more than two decades of experience supporting brands and retailers, develops AI-powered voice solutions through its Voice Model platform. The goal, according to an Invest Durham feature on the firm, is to replace confusing self-service menus with natural, spoken conversations.
"We got into AI voice technology very early and spent years focused on research and development to create the best voice experience possible," founder and CEO Raji Kalra told Invest Durham. "We're optimistic about a future where customers increasingly expect to simply talk to technology and receive the information they need instantly."
Miramedia's early work focused on a common problem for businesses: helping customers get reliable information at the moment they need it. That challenge was especially clear in the health and wellness industry, where shoppers buying vitamins and supplements often want extra guidance before making a purchase.
"We provide AI voice technology both in-store and online, giving customers access to the most important information before making a purchase," Kalra said. "If someone asks a question that isn't currently in the system, we update it so the experience becomes even better for the next customer."
The technology also gives organizations insight into customer engagement, usage patterns and the staff time saved when routine questions are answered without human intervention.
Accuracy remains the company's top priority, something Kalra traces back to its roots in health and wellness. "Most importantly, it's about accuracy," he said. "We take that responsibility seriously and focus on delivering reliable, trustworthy information. That's something we really pride ourselves on."
While the company began in health and wellness, its voice tools are now used across a range of industries. The platform supports 32 languages, which Kalra says is especially valuable for businesses serving diverse communities, reducing barriers and letting people interact in the language they're most comfortable with.
Growing in Durham
Miramedia's growth in the region has been shaped by its participation in the 1855 Technology Accelerator, where the company scaled its operations and connected with fellow entrepreneurs. The environment also created opportunities to work with students from Durham College and Ontario Tech University.
"We wanted to grow within an entrepreneurial ecosystem in the Greater Toronto Area, connect with local businesses and build a stronger presence," Kalra said. "Being part of a community where people are building and sharing ideas has made a tremendous difference."
He describes Durham as a strong place to build a business, with a supportive network of entrepreneurs helping one another succeed. Beyond the Voice Model platform, the company also offers Saru, a platform designed to help families preserve memories through voice.
Looking ahead, Kalra sees voice technology as the next step in a line of shifts that includes the internet, email, smartphones and social media. "We believe voice will be another major shift in that journey," he said.
