[Waterloo, Canada – July 23, 2025] – Primal, a pioneering AI company driving enterprise adoption with its trusted AI products and solutions, today announced the appointment of innovation and technology leader Joel Semeniuk as its new President and CEO. Semeniuk is known for his longstanding history of starting and scaling tech ventures since 1997, most recently as Chief Strategy Officer at Communitech, where he led transformative programming.
Semeniuk will officially begin his role as President and CEO on August 4, 2025.
Yvan Couture, outgoing CEO, who will transition to Executive Chair and remain deeply involved in Primal’s ongoing evolution, expressed excitement about this next chapter: “Joel’s track record speaks for itself. His energy, clarity, and strategic foresight are precisely what Primal needs to take our solutions from the lab to the world stage. We couldn’t have found a better leader.”
Semeniuk joins a stellar group of industry luminaries associated with Primal, including Dr. Jimmy Lin, renowned professor at the University of Waterloo and globally recognized AI researcher, and Peter Sweeney, Primal’s founder whose groundbreaking patents remain foundational to Primal’s capabilities.
“Joining Primal is not just a career move, it’s a deeply personal alignment with my lifelong mission of building technologies that matter,” said Semeniuk. “Primal is stepping up precisely when the world needs it most,” Semeniuk concluded. “We’re building a future where AI can be safely and reliably trusted. We are just getting started.”
About Primal
Founded as a privately-funded AI research lab, Primal holds over 170+ patents dedicated to solving critical AI challenges such as hallucinations, transparency, and trustworthiness. Now entering its commercial phase, Primal is poised to become the global leader in trusted enterprise AI, empowering sectors where accuracy is essential.
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info@primal.com
