Questions, answered.
What we build, who it is for, and how we work. Health and health-tech included.
What is an AI Chief of Staff?
An AI Chief of Staff is a personal AI operating system built around how an executive thinks and works. It combines a structured knowledge base, an agent that reads that knowledge and acts on it, semantic search, skills tuned to the role, and a memory layer that sharpens with use. It is Amuse's flagship offering, delivered as Personal AI, Company-OS, Team Deployment and Concierge.
What does Amuse do?
Amuse is a boutique, bilingual creative agency in Montréal, founded in 2017, that has become AI-native: the system is the product. We build and run AI systems for founders, executives and companies, and we still deliver the strategy and creative that has served 50+ brands, now running on those same systems. Health and health-tech is one of our core categories.
Does Amuse do AI-powered marketing?
Yes, but the distinction matters: we don't bolt AI onto marketing, we build the AI systems that run the work. Our own agency runs on Coon, the AI system we built, and the creative and strategy we deliver for clients runs on the same kind of systems.
Do you work in health and health-tech?
Yes. Health is a category for Amuse, and it comes from the founders' own backgrounds. Kam Kafi is a physician and scientist (MD,CM McGill) who shipped commercial AI diagnostics at Imagia and Avitia; Jee Jung studied physiology and was Director of Marketing at MEDFAR, a Québec EMR company. We built a trust-first awareness campaign for Imagia, an AI cancer-diagnostics company, ran executive LinkedIn branding for the CEO of Avitia, a precision-oncology company, and work in consumer wellness with Submersive, an immersive bathhouse opening in Austin, and MACHINA, a wellness centre.
Is my data private? Where does it live?
We handle sensitive material local-first: private knowledge does not sync to the cloud by default. Personal and company contexts are kept separate, you decide what is shared, who can see what is explicit, and security is set up before any integration is connected.
What is Company-OS?
Company-OS is one AI system for a whole company: the team's shared context, wired into Slack, Drive and the tools they already use. It is multi-workspace (personal and company kept separate), includes company-specific skills, and gives the team a single shared knowledge layer. The name is Company-OS, not iOS.
What's the difference between Personal AI and Company-OS?
Personal AI is one executive's operating system; Company-OS is a whole team's. Same approach, different scope: Personal AI is built around one person, while Company-OS adds shared context, integrations and a common knowledge layer for a leader and their team.
What industries do you work in?
Health and health-tech, experiential and events, food and beverage, retail, consumer brands, finance, AI and automation, and executive branding. You can see a selection on our Work page, from an AI cancer-diagnostics campaign and a wellness centre to a festival in St. Martin, a mezcal brand and a Montréal café.
How do you work with clients?
We start with a conversation about what you need, then build and set up your system, and stay on as a partner as it evolves. Think of a boutique doctor's bedside care rather than a ticket queue: you get direct access to the people who built it. We don't publish prices; the best next step is to book a discovery call.
What is Concierge?
Concierge is white-glove setup plus an ongoing partnership. We set your AI system up with you (and for you), then monitor, maintain and improve it over time, adding new capabilities as your needs evolve. It's for people who want the system run for them.
Are you a marketing agency or an AI company?
Both, and that's the point: Amuse is an AI-native creative agency. We spent eight years learning how strategy, data and culture move a business, then built Coon, the AI system that runs our own agency. The system is the product; creative is how it comes to life.
What is "CMO in a box"?
"CMO in a box" is our creative and strategy offering: tailored teams and orchestrated workflows that give growth brands a CMO's strategic depth without the headcount. It is the creative agency you'd hire anyway, now delivered AI-native on the same systems that run ours. Its positioning is Converse & Convert: strategy, not just campaigns.
Do you work in English and French?
Yes. Amuse is based in Montréal and fully bilingual, and this site is available in English and French.
What makes Amuse different from other agencies?
We build and run the AI systems we sell, and we run our own agency on one of them. We've served 50+ clients since 2017, including in regulated, high-trust fields like health-tech, and we set systems up local-first, so private knowledge stays with you by default.
Can you build a custom AI system for my company?
Yes. Team Deployment is our structured program for making a whole company AI-native: a staged rollout, each person set up with a system and role-tuned skills, shared context and integrations as the foundation, and enablement so the team is self-sufficient. Company-OS is the foundation it builds on.
Who is behind Amuse?
Two founding partners: Kam Kafi (Systems & Strategy), a physician and scientist who has shipped commercial AI diagnostics in health-tech, and Jee Jung (Creative & Brand), who studied physiology and led marketing at a Québec EMR company. They have run Amuse in Montréal since 2017. Their profiles are on our About page.
