TELUS GenAI Customer Support Tool Becomes World's First to Achieve Privacy by Design Certification

Powered by Fuel iX, an enterprise-grade AI engine, TELUS GenAI customer support tool provides a safe, convenient and intuitive customer support experience

May 21, 2024

May 21 2024, Toronto - TELUS is proud to announce that its generative AI (GenAI) customer support tool has made history by becoming the first in the world to be internationally certified in Privacy by Design (ISO 31700-1). This milestone underscores TELUS' commitment to ensuring the highest standards of privacy and data protection, while continuously innovating to deliver a best-in-class customer experience. It is the second such MSECB certification for TELUS, which became the first company in the world to secure the ISO 31700-1 Privacy by Design certification for its Data for Good program in October 2023.

The GenAI support tool, powered by Fuel iX, an enterprise-grade AI engine provided by TELUS International, is one of the first customer-accessible GenAI solutions developed by a Canadian organization. The support tool gives TELUS customers the ability to access fast and intuitive responses to their queries, providing them with a more convenient and seamless digital experience. Privacy by Design is a framework that proactively embeds privacy into the design and operation of systems, ensuring that privacy is the default setting. By achieving this certification, TELUS has continued to demonstrate its dedication to safeguarding user data and upholding the highest ethical standards in technology, including the use of AI.

"At TELUS, we believe that a responsible, ethical and human-centric approach to technology design and data stewardship is the only way to ensure that GenAI delivers on its potential to enable amazing outcomes,” said Pam Snively, Chief Data & Trust Officer at TELUS. “TELUS’ GenAI support tool is one example of how we are actively striving to deliver technology that truly puts customers first, delivering functional value and trustworthiness at the same time.”

[Learn more about Fuel iX's approach to Responsible AI here.]

To address concerns around and limitations of generative AI, TELUS has a comprehensive Responsible AI program in place and conducted a robust risk management assessment that included alignment with the ISED Voluntary Code of Conduct on the Responsible Development and Management of Advanced Generative AI Systems. TELUS also applies a collaborative and rigorous approach to testing its AI tools to reduce risks and improve accuracy, called Purple Teaming. This approach combines both adversarial testing, commonly known as red-teaming, with blue-teaming, that consists of innovative defensive techniques to effectively enable the company to identify weaknesses and confirm validity and robustness of an AI application. TELUS provides clear information on how the tool works, and how it doesn’t work while also following a data ethics framework and continued monitoring of the system with human oversight.

“Generative AI offers tremendous opportunities, but we also must be prudent about mitigating potential risks. User privacy is a key area of focus for TELUS and the Fuel iX software solution. The ISO Privacy by Design certification is a tangible validation of that commitment,” said Tobias Dengel, President of WillowTree, a TELUS International Company and General Manager of Fuel iX.

The GenAI tool’s evaluation was conducted by KPMG, an international auditing and advisory firm, which reported its alignment with international privacy criteria and the requirements laid out in the ISO 31700-1 Privacy by Design Standard.

“As an early adopter of GenAI and without the benefit of a body of precedents against which to measure its approach, TELUS has demonstrated a strong commitment to a human-centric approach with customer trust being a core priority,” said Sylvia Klasovec Kingsmill, Partner, Global Cyber Privacy Services Leader, KPMG. “As this is a rapidly evolving space, we encourage TELUS to continue its leadership in this area through broad-based, multi-stakeholder engagement and dialogue.”

TELUS is a global leader in the responsible and ethical use of AI, and recently won an international Outstanding Organization 2023 prize from the Responsible AI Institute in recognition of its commitment to fostering trust and benefitting society. It’s also the first telecom company in Canada to sign the Government of Canada’s voluntary code of conduct for generative AI, which aims to ensure the transparent, equitable and responsible development and deployment of GenAI technology. Earlier this year, the company published its inaugural TELUS AI report: The power of perspectives in Canada, sharing the perceptions, insights and opinions of AI from nearly 5,000 Canadians, including Indigenous Peoples, racialized groups, older Canadians, new Canadians, youth, people with physical disabilities, and the LGBTQ2S+ community.

For more information about TELUS’ commitment to responsible AI, visit

About TELUS:

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 nearly 72 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 $1.7 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.

Media Contacts:

Emily Piccinin
TELUS Communications

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