New TELUS cross-border study reveals Canadians and Americans want companies to earn their trust in AI
Findings from the company's third annual AI Report suggest that a collaborative approach is needed to boost confidence in AI
Key highlights
- Transparency and safety matter: More than three-quarters of respondents want companies to review AI for harms before new tools are released, and provide easy-to-understand explanations
- Calls for inclusion and respect: About 7-in-10 respondents want companies to ask for and listen to customer input on how AI is deployed
- Near-universal call for robust governance: 90% of respondents in both countries want AI regulated, with clear expectations for accountability and oversight
TORONTO, Jan. 28, 2026 /CNW/ - 'Include our feedback as you build AI' is the key message from American and Canadian respondents polled in TELUS' latest cross-border study, AI Trust Atlas: Public perspectives on bridging the AI trust gap. With 85% of Canadians and 89% of Americans reporting that they are using AI, familiarity with the technology is growing – and so are calls for inclusion and engagement in how AI is designed and deployed.
The report captures perspectives from more than 11,000 Canadians and Americans, with special attention to historically underrepresented* communities, highlighting the importance of including a wide range of voices to build trustworthy AI. In large majorities, respondents shared that their trust in companies that use AI is stronger when organizations review potential harms before release, explain AI use in plain language and actively listen to customer input on how AI is deployed.
"What our research shows is that technology companies can't do this alone: people want to be included in the development of AI and want to see safety, respect and transparency built into the technology," said Pam Snively, Chief Data & Trust Officer, TELUS. "AI has incredible potential but will only live up to that promise if we have the trust needed to support meaningful adoption."
Charting a course to trust in AI
Survey participants laid out actions companies that deploy AI technology can take to earn public confidence:
- 69% of Canadians and 72% of Americans want companies to actively seek and listen to customer input before deploying AI
- 76% of Canadians and 77% of Americans would trust companies more if they reviewed AI systems for potential harms before launching new tools
- 73% of Canadians and 74% of Americans want companies to explain how they use AI in easy-to-understand terms
- 90% in both countries believe AI should be regulated, demonstrating strong support for governance frameworks
Earning this trust is more than a reputational win for organizations, it is a primary driver of adoption. By fostering public confidence, organizations can unlock the full potential of AI to accelerate productivity and economic growth.
Trust in AI is built through collaboration
The report concludes with actionable recommendations for government, industry and academia, providing a clear roadmap for implementation:
- Strengthen AI literacy through education programs that help people understand and safely use AI
- Embed diverse perspectives throughout AI development – from conception to deployment – to create more resilient, trusted systems that work equitably for all communities
- Provide clear explanations and human oversight for critical AI decisions
- Collaborate across sectors to create ethical standards that keep people safe while encouraging innovation
"Trust is earned with every interaction, from the way that an organization talks about AI to how people actually engage with it," said Snively. "TELUS has been building AI responsibly from the start. Driven by principles such as accountability, respect and fairness, safety and robustness, and transparency, we have been taking action to connect with our stakeholders, share clear and easy to understand updates on our work, and advocate for human-centric and beneficial data use and AI."
Global leadership in AI
TELUS established its leadership in human-centric technology, consistently evolving how it innovates to meet the changing needs and expectations of customers and communities:
- In September 2025, TELUS opened Canada's first Sovereign AI Factory — a secure, scalable and high-performance AI compute facility to support Canadian businesses and economy, and drive our nation's AI future
- In November 2025, the TELUS AI Factory was named Canada's fastest and most powerful supercomputer by the prestigious TOP500 list, ranking 78th among the world's 500 most powerful computing systems
- TELUS' generative AI (GenAI) customer support tool made history by becoming the first in the world to be internationally certified in Privacy by Design (ISO 31700-1)
- It was the first telecom to sign a voluntary AI code of conduct introduced by the Canadian federal government, and has won several international awards for its work, including the Responsible AI Institute's Outstanding Organization prize
- TELUS participates in many international forums including speaking on UN AI for Good panels, NIST's U.S. AI Safety Institute Consortium, and participating in the G7 Business delegation, while collaborating strategically with leading AI research institutes including Mila - Quebec Artificial Intelligence Institute, the Vector Institute and Alberta Machine Learning Institute (AMII)
- TELUS was the first Canadian contributor to the Hiroshima AI Process Transparency Report and was featured as the only Canada case study in the Business at OECD report on AI skills and productivity
- It also partnered with Indigenomics to launch IndigenomicsAI with TELUS' Sovereign AI Factory to advance Indigenous economic growth
By prioritizing trust, TELUS aims to create a future where everyone can confidently embrace the benefits of technology. To read the full report, visit telus.com/ResponsibleAI.
About the Research
The 2026 TELUS AI Trust Atlas survey was conducted by Leger from September 2-28, 2025, surveying 5,487 Canadians and 6,109 Americans through online panels. The study included boosted samples for underrepresented groups including Indigenous Peoples, Black women, LGBTQ2S+ individuals, people with disabilities, low-income individuals, seniors, and recent immigrants to ensure diverse perspectives were represented. The research was commissioned by TELUS as part of its third annual public accountability effort on responsible AI deployment.
*According to the Government of Canada's mandate on research design, "underrepresentation refers generally to groups or individuals from groups who, due to both formal and legal restrictions and to systemic barriers, have lacked access to full participation in a given organization, community or discipline."
About TELUS
TELUS (TSX:T, NYSE:TU) is a world-leading communications technology company operating in more than 45 countries and generating over $20 billion in annual revenue with more than 20 million customer connections through our advanced suite of broadband services for consumers, businesses and the public sector. We are committed to leveraging our technology to enable remarkable human outcomes. TELUS is passionate about putting our customers and communities first, leading the way globally in client service excellence and social capitalism. TELUS Health is enhancing more than 160 million lives across 200 countries and territories through innovative preventive medicine and well-being technologies. TELUS Agriculture & Consumer Goods utilizes digital technologies and data insights to optimize the connection between producers and consumers. TELUS Digital specializes in digital customer experiences and future-focused digital transformations that deliver value for their global clients. Guided by our enduring 'give where we live' philosophy, TELUS continues to invest in initiatives that support education, health and community well-being. In 2023, we launched the TELUS Student Bursary, which strives to ensure that every young person in Canada who wants a postsecondary education has the opportunity to pursue one. To date, the program has distributed over $6 million in bursaries to more than 1,600 students and counting. Since 2000, TELUS, our team members and retirees have contributed $1.8 billion in cash, in-kind contributions, time and programs, including 2.4 million days of service—earning TELUS the distinction of the world's most giving company.
For more information, visit telus.com or follow @TELUSNews on X and @Darren_Entwistle on Instagram.
Media Contact
Emily Piccinin
TELUS Public Relations
[email protected]
SOURCE TELUS Communications Inc.
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