A fleet of more than 1,000 drones lit up the Toronto waterfront on September 10, 2026, displaying a series of health‑related questions as part of President’s Choice’s promotion of its newly launched AI‑powered PC Health chatbot. The aerial display turned the night sky into a moving billboard, each formation spelling out prompts that encouraged viewers to consider the new digital health assistant.
President’s Choice unveiled the PC Health chatbot earlier this year, positioning it as a convenient tool for residents seeking quick medical information. The company chose the high‑visibility waterfront venue to reach a broad audience, leveraging the novelty of a large‑scale drone light show to generate buzz around the service.
The spectacle lasted several minutes, with the drones forming recognizable icons before shifting to question marks and health‑related phrases. Organisers coordinated the choreography to align with the brand’s messaging, aiming to translate visual interest into online traffic for the chatbot.
While many onlookers captured the event on social media, a segment of Toronto residents voiced concerns. Critics pointed to the environmental impact of operating a massive drone fleet and questioned the appropriateness of using public space for commercial advertising. Some also expressed unease about the promotion of a health‑focused AI tool in a setting traditionally reserved for community events.
City officials did not comment on the specific approval process for the display, but the event proceeded without reported safety incidents. President’s Choice indicated that the show was intended solely as a marketing effort, emphasizing the convenience and accessibility of the PC Health chatbot for everyday health queries.
The drone light show adds to a growing trend of technology‑driven advertising in the city, highlighting how brands are exploring innovative methods to capture public attention in crowded urban environments.