TELUS Advances Ethical AI with Indigenous Wisdom

TELUS champions ethical AI at the UN AI for Good Summit, integrating Indigenous wisdom to combat bias and foster inclusive digital solutions. The company emphasizes trust, transparency, and culturally sensitive data handling, setting a new standard for responsible AI development.

In a world increasingly shaped by algorithms, the conversation around artificial intelligence is shifting from mere capability to profound responsibility.

At the recent United Nations AI for Good Global Summit 2025 in Geneva, TELUS, a leading global technology company, didn’t just participate; it championed a vision of AI deeply rooted in ethics, inclusion, and a respect for diverse human experience.

Their presence, far from a mere corporate appearance, signaled a tangible commitment to ensuring that the AI revolution serves everyone, and crucially, serves them well.

The summit, a pivotal gathering of global leaders, innovators, and policymakers, aimed to harness AI for societal benefit.

TELUS, represented by President and CEO Darren Entwistle and Chief Data & Trust Officer Pam Snively, brought to the table its unique perspective as a member of the ITU-led AI Skills Coalition.

This global initiative is dedicated to bridging the burgeoning AI skills gap, a critical endeavor highlighted by ITU Secretary-General Doreen Bogdan-Martin.

She emphasized that the “AI generation” must be defined not by algorithmic prowess, but by the “depth of its competencies… and the breadth of its participation.”

TELUS’s contribution underscored that true innovation isn’t just about pushing technological boundaries, but about ensuring those advancements uplift all segments of society, leaving no one behind in the digital transformation.

What truly set TELUS apart was its groundbreaking interactive workshop, “Crafting ethical AI with Indigenous intelligence: Partnering with Indigenous Peoples for innovative solutions.”

This session, co-hosted with Shani Gwin, founder and CEO of pipikwan pêhtâkwan and a member of the TELUS Indigenous Advisory Council, was a powerful demonstration of how ancient wisdom can inform cutting-edge technology.

In an era where AI bias is a growing concern, the workshop illuminated a path forward by integrating Indigenous perspectives and knowledge systems into the very fabric of AI development.

It showcased TELUS Digital’s generative AI platform, Fuel iX, alongside pipikwan pêhtâkwan’s wâsikan kisewâtisiwin AI tool.

This tool is designed specifically to correct unconscious biases against Indigenous peoples online.

This isn’t just about token representation; it’s about fundamentally reshaping how AI understands and interacts with diverse cultures, ensuring that digital tools reflect and respect the nuanced tapestry of human experience.

The integration of Indigenous intelligence into AI is not a novel concept for TELUS.

It stems from a deep-seated commitment to reconciliation with Indigenous peoples in Canada, a commitment manifested through concrete actions like enhancing connectivity, fostering training and employment opportunities, supporting land reclamation initiatives, and diligently protecting Indigenous data and intellectual property rights.

This holistic approach was further detailed in TELUS’s recent 2025 AI Report, which surveyed over 5,500 individuals, including First Nations, Inuit, and Métis peoples.

The report underscored a critical insight: Indigenous knowledge, particularly qualitative data like storytelling, is as vital as quantitative data.

Without these forms of Indigenous wisdom, the context and true meaning can be lost when processed by AI models, leading to incomplete or even misleading outcomes.

This revelation challenges the prevailing data paradigms and champions a more inclusive, culturally sensitive approach to AI development.

Pamela Snively’s words resonate deeply with this philosophy: “We at TELUS believe that the right AI begins with a trustworthy, transparent, and respectful handling of data.”

The potential of AI for positive change can only be realized if we earn the trust of the people it’s meant to serve, and that means proceeding with a human-centric approach.”

Her statement is not just a corporate platitude but a guiding principle that underpins TELUS’s collaborative efforts with industry and societal partners, recognizing that ethical AI innovation is a shared responsibility.

TELUS’s leadership in responsible AI development is not merely aspirational; it is substantiated by a robust track record of tangible achievements.

The company holds the distinction of being the first globally to receive ISO 31700-1 “Privacy by Design” certification for its Fuel iX-based generative AI customer support tool.

Furthermore, TELUS was the inaugural Canadian company to join the Hiroshima AI Process (HAIP) Reporting Framework, openly sharing its best practices for secure and trustworthy AI development in alignment with the G7’s Code of Conduct for Artificial Intelligence.

It was also the first telecommunications provider in Canada to sign the Canadian government’s voluntary GenAI Code of Conduct, demonstrating a proactive stance on governance.

Beyond ethical frameworks, TELUS is investing in the infrastructure to support responsible AI.

In March 2025, the company announced a series of Sovereign AI Factories designed to provide Canadian businesses and researchers with advanced technology while ensuring all data and computing power remain within Canada’s borders.

Notably, TELUS’s AI Factory in Rimouski, Quebec, stands as a testament to sustainable innovation, operating on 99% renewable energy and boasting three times the energy efficiency of the industry average.

In an age where the promise and peril of AI loom large, TELUS offers a compelling blueprint for how technology can be a force for good.

By prioritizing trust, transparency, and, critically, the profound wisdom of diverse communities, TELUS is not just building AI; it is building a more equitable and insightful future where technology truly serves humanity in all its rich complexity.

Their participation at the UN AI for Good Summit was not an endpoint, but a powerful reaffirmation of a journey towards an AI that truly works for everyone.