TELUS report reveals majority of Canadians want regulation and ethics to guide the future of AI

Inaugural TELUS AI report surveys Canadian attitudes towards the potential impact and evolution of artificial intelligence, Canadians want diverse voices to shape AI

TORONTO, Jan. 25, 2024 (GLOBE NEWSWIRE) -- Today, as the world marks Data Privacy Week, TELUS is proud to highlight its leadership in driving dialogue and collaboration around the responsible development and application of artificial intelligence (AI) by sharing the inaugural TELUS AI report: The power of perspectives in Canada. In this research report, available to the public at, TELUS shares the perceptions, insights and opinions of AI from nearly 5,000 Canadians, including Indigenous Peoples, racialized groups, Black women, older Canadians, new Canadians, youth, people with physical disabilities, and the LGBTQ2S+ community.

TELUS’ report highlights the hopes, fears, and experiences of everyday Canadians regarding AI, showcasing both the potential benefits and concerns associated with this powerful and nascent technology. Its findings reveal that Canadians are resolute in their desire for AI to be built responsibly, with more than 90% of respondents strongly agreeing that the development of AI must be guided by ethical principles. The research emphasizes Canadians’ support for AI regulation, the importance of including diverse voices in the development of AI and the priority that should be placed on removing bias to ensure that the technology reflects the needs and values of all Canadians.

Key findings from the research include:

  • Over 90% agree that AI development should be guided by ethical principles
  • 78% of respondents believe that the use of AI should be regulated in Canada
  • 42% of respondents who self-identified as part of a racialized group feel that AI is biased against themselves and their peers
  • 80% of respondents aged 12-17 expect their generation will have to fix problems left behind by the current usage of AI (engaged with parental consent)

"At TELUS, we believe that responsible AI development requires the active participation and input of all Canadians. This report is our rallying cry for organizations to get involved by building useful resources to educate the public on how they are considering ethics and human impacts throughout the development of this incredibly powerful innovation, while being inclusive in decision-making around all aspects of AI’s development,” said Pam Snively, Chief Data and Trust Officer at TELUS. “TELUS is committed to advancing AI responsibly and we’re sharing these findings to help inform future initiatives, ensuring that AI benefits all Canadians while respecting their privacy and values."

TELUS recognizes the importance of prioritizing human values and trust in the development and usage of AI, and remains dedicated to promoting transparency, privacy, and responsible AI practices. As part of this commitment, TELUS was the first telecom company in Canada to sign ISED’s new voluntary code of conduct for generative AI, which seeks to ensure the transparent, equitable and responsible development of GenAI technology. In 2023, TELUS Wise launched its TELUS Wise Responsible AI online workshop – a free-of-charge online workshop created in partnership with the Canadian Institute for Advanced Research (CIFAR) – that helps teens to better understand the AI landscape, including what it is, what it’s capable of and, importantly, what it’s not. Additionally, TELUS was the first organization in the world to earn the ISO Privacy by Design certification for its Data for Good program.

To learn more about the AI research report and future opportunities to have your voice heard, visit


TELUS (TSX: T, NYSE: TU) is a dynamic, world-leading communications technology company with more than $20 billion in annual revenue and over 19 million customer connections spanning wireless, data, IP, voice, television, entertainment, video, and security. Our social purpose is to leverage our global-leading technology and compassion to drive social change and enable remarkable human outcomes. Our longstanding commitment to putting our customers first fuels every aspect of our business, making us a distinct leader in customer service excellence and loyalty. The numerous, sustained accolades TELUS has earned over the years from independent, industry-leading network insight firms showcase the strength and speed of TELUS’ global-leading networks, reinforcing our commitment to provide Canadians with access to superior technology that connects us to the people, resources and information that make our lives better.

Operating in 32 countries around the world, TELUS International (TSX and NYSE: TIXT) is a leading digital customer experience innovator that designs, builds, and delivers next-generation solutions, including AI and content moderation, for global and disruptive brands across strategic industry verticals, including tech and games, communications and media, eCommerce and fintech, banking, financial services and insurance, healthcare, and others.

TELUS Health is a global healthcare leader, which provides employee and family primary and preventive healthcare and wellbeing solutions. Our TELUS team, along with our 100,000 health professionals, are leveraging the combination of TELUS’ strong digital and data analytics capabilities with our unsurpassed client service to dramatically improve remedial, preventive and mental health outcomes covering more than 69 million lives, and growing, around the world. As the largest provider of digital solutions and digital insights of its kind, TELUS Agriculture & Consumer Goods enables efficient and sustainable production from seed to store, helping improve the safety and quality of food and other goods in a way that is traceable to end consumers.

Driven by our determination and vision to connect all citizens for good, our deeply meaningful and enduring philosophy to give where we live has inspired TELUS and our team to contribute $1.6 billion, including 2.2 million days of service since 2000. This unprecedented generosity and unparalleled volunteerism have made TELUS the most giving company in the world. Together, let’s make the future friendly.

For more information about TELUS, please visit, follow us at @TELUSNews on X and @Darren_Entwistle on Instagram.

For more information, please contact:
Emily Piccinin
TELUS Media Relations