Tree Consulting brings its expertise in ethical technological innovation to Nantes

After a 25-year career in IT services companies in France and Canada, Amaury de Foresta wanted to put ethics back at the center of technology. Concern for data confidentiality and the growing threat of climate change were key drivers in creating the consulting firm Tree — an acronym for Responsible, Ethical, and Ecological Technology.

Innovating with AI

Tree Consulting helps all types of businesses, especially micro-businesses and SMEs, to innovate using artificial intelligence. “First, it’s about raising awareness of how AI works and its impacts, notably through our AI Fresco workshops. Then we look at what AI can practically bring to them.” Use cases range from automatic form generation to creating voice assistants or virtual reality tools. “The goal is usually to improve product functionality and optimize productivity. Then I write a roadmap for technical implementation.” The firm also supports large groups on AI governance with the help of two experts — one of whom, Marc-Antoine Dilhac, contributed to the European AI regulation. Tree Consulting also positions itself in business innovation “to promote a robust and sustainable economic model” and to support impact-driven projects.

Innovation, digital, CSR: building bridges between Montréal and Nantes

Amaury de Foresta brings a Canadian vision of innovation to Nantes. “Unlike in Europe, where a lot of time is spent thinking and designing before launching, the Canadian approach is more about learning by doing: you make small steps and experiment. To me, innovation rhymes with agility.” Setting up an office in Nantes was both a personal project and a desire to join the local ecosystem. “There are real bridges between Montréal and Nantes, especially in technological and digital innovation. Nantes offers great momentum both in digital and CSR, and real business potential.” Although the new Nantes office will operate nationally, Tree Consulting intends to anchor itself locally. “I aspire to join networks and surround myself with local partners.” Shortly after opening in Nantes, Tree Consulting took part in a panel discussion at the Data & AI Fair during Nantes Digital Week 2025.

“A decisive support” from Nantes-Saint-Nazaire Développement

“As a member of the Audacieux community in Montréal, I already knew Nantes-Saint-Nazaire Développement. Their help with my move to Nantes was invaluable: a year ago, I did a scouting visit to validate my business model and start developing partnerships. Elsa Venisse helped me meet many ecosystem players — that support was decisive!”

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