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Building Trust in AI: Insights from TELUS's Cross-Border Study

In a world where technology increasingly influences our lives, TELUS Communications Inc. has released pivotal findings from their third annual AI Report, shedding light on the rising demand for trust in artificial intelligence (AI) among Canadians and Americans. The report titled AI Trust Atlas reveals that a significant 85% of Canadians and 89% of Americans currently engage with AI, indicating a growing acceptance of this technology. However, as reliance on AI intensifies, mounting concerns regarding safety, transparency, and ethical guidelines also prevail.

Key Highlights of the Report

The TELUS study emphasizes several critical findings aimed at enhancing public trust and confidence in AI. Respondents expressed a strong desire for companies to consider the potential harms associated with AI before launching new products. More specifically, over three-quarters of participants from both countries want businesses to provide clear and straightforward explanations of AI operations. Additionally, a notable 69% of Canadians and 72% of Americans believe companies should actively solicit feedback from the public when deploying AI solutions.

Pam Snively, Chief Data Trust Officer at TELUS, elaborated on the findings, stating, "Technology companies can’t do this alone; people want to be included in the development of AI... AI has incredible potential but will only live up to that promise if we have the trust needed for meaningful adoption."

Call for Inclusive Governance

Furthermore, the report reveals a near-universal sentiment advocating for robust governance in AI, with an overwhelming 90% of respondents demanding regulatory frameworks to ensure accountability and oversight in AI development. Participants underscored the importance of embedding diverse perspectives in AI's design, from inception to deployment, to foster resilience and equity in these systems. This aligns with the need to prioritize historically underrepresented communities in conversations about AI.

As a step towards fostering inclusivity, the TELUS study captures insights from over 11,000 individuals across North America, including marginalized groups such as Indigenous Peoples and LGBTQ2S+ individuals. Such efforts aim to ensure a variety of voices contribute to the conversation on AI, reinforcing trust and improving designs to cater more effectively to all communities.

Recommendations for Earning Trust

The report offers actionable strategies that both governments and corporations can implement to cultivate public confidence in AI technologies. The outlined recommendations include:

• - Enhancing AI Literacy: Implementing educational programs to help people understand AI's use and implications safely.
• - Emphasizing Collaboration: Encouraging various sectors to work together to establish ethical standards that balance safety with innovation.
• - Transparent Communication: Companies should aim to explain their AI usage in understandable language while ensuring human oversight in critical decision-making processes.

TELUS's Commitment to Responsible AI

TELUS's dedication to responsible AI is reflected in their proactive measures and initiatives. Notably, they opened Canada's inaugural Sovereign AI Factory in September 2025, designed to support local businesses and propel Canada’s AI ambitions. More impressively, TELUS's AI Factory was recognized as one of the fastest supercomputers in the country and ranked among the most powerful globally.

Furthermore, TELUS has taken significant steps in creating ethical AI frameworks, having signed the first voluntary AI code of conduct introduced by the Canadian government and being recognized as a standout organization by the Responsible AI Institute.

Striving for a future where technology is safe and beneficial for all, TELUS continues to advocate for human-centric data usage and responsible AI practices, aligning with their broader commitment to community well-being. For readers interested in delving deeper into these findings, the complete report is accessible at telus.com/ResponsibleAI.

Conclusion

Amidst the rapid evolution of technology, the TELUS AI Trust Atlas study serves as a crucial reminder of the need for transparency, inclusion, and governance in artificial intelligence. By prioritizing trust, both Telus and stakeholders can promote a future where AI technologies empower all individuals and communities without reservation.

The TELUS report not only brings to light the dimensions of public trust in AI but also underscores a collective call to action for all involved in the AI ecosystem to listen, engage, and adapt policies and practices that serve the best interests of society.