TELUS has declared it will not use artificial intelligence (AI) technology to create or replicate art or imagery of Indigenous Peoples. This announcement aligns with TELUS’ ongoing efforts towards reconciliation, as outlined in its Reconciliation Commitment released in 2021, it said in a press release.
“At TELUS, we are deeply committed to embracing the important work towards reconciliation and believe that a fundamental aspect of our AI and data ethics efforts is listening and learning from those impacted by and interacting with technology,” said Pam Snively, Chief Data & Trust Officer at TELUS. “We are dedicated to working side by side with Indigenous Peoples to preserve their rich cultural legacy and creative endeavors and hope this inspires other organizations to follow suit.”
The company emphasized the importance of Indigenous data sovereignty, asserting that Indigenous Peoples should control and protect their cultural heritage and artistic expressions. This declaration marks a significant step in TELUS’ commitment to ethical technology use, particularly in light of historical misappropriation of Indigenous art and culture.
Shani Gwin, Founder and CEO of pipikwan pêhtâkwan and TELUS Indigenous Advisory Council member, supported the announcement.
“AI designed without First Peoples negatively impacts our communities. Cultural images, artistic traditions and the work of Indigenous artists are more than ‘designs’, they are sacred in their meaning and symbolism. It is paramount that we are partners in building this critical piece of infrastructure so that it does not further oppress our people. Our inclusion matters in getting it right,” Gwin said. “It’s encouraging to see TELUS distance itself from the unethical and harmful use of our images, creative expressions, and intellectual property.”
In commemoration of this declaration, TELUS commissioned a piece of art by Kenneth Letander, an Ojibway artist from Manitoba, now residing in Alberta’s Treaty 6 region. The artwork, titled “Honour by Design,” symbolizes the balance between humanity and technology, emphasizing the need for AI to respect Indigenous stories, culture, and autonomy.
This initiative is part of TELUS’ broader efforts in responsible AI use. The company’s generative AI (GenAI) customer support tool recently became the first in the world to be internationally certified in Privacy by Design (ISO 31700-1). TELUS has also been recognized with an international Outstanding Organization 2023 prize from the Responsible AI Institute for its commitment to fostering trust and benefiting society.
Additionally, TELUS said it is the first telecom company in Canada to sign the Government of Canada’s voluntary code of conduct for generative AI, promoting transparent and equitable AI development.