New TELUS cross-border study reveals Canadians and Americans want companies to earn their trust in AI

Rhea-AI Summary

TELUS (NYSE:TU) released its 2026 AI Trust Atlas showing broad AI adoption and strong calls for oversight. The survey of over 11,000 Canadians and Americans found 85% of Canadians and 89% of Americans use AI, while 90% in both countries support regulation.

Respondents emphasized reviewing AI for harms, plain-language explanations, and soliciting customer input to build trustworthy AI.

Positive

• 85% of Canadians report using AI
• 89% of Americans report using AI
• 90% support AI regulation in both countries
• 76–77% want pre-release AI harm reviews
• TELUS opened Sovereign AI Factory in September 2025
• TELUS AI Factory ranked 78th on TOP500 in November 2025

Negative

• None.

News Market Reaction

+0.72%

1 alert

+0.72% News Effect

On the day this news was published, TU gained 0.72%, reflecting a mild positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

Canadian AI adoption: 85% U.S. AI adoption: 89% Support for AI regulation: 90% +5 more

8 metrics

Canadian AI adoption 85% Canadians reporting they use AI in 2026 TELUS AI Trust Atlas

U.S. AI adoption 89% Americans reporting they use AI in 2026 TELUS AI Trust Atlas

Support for AI regulation 90% Respondents in both countries wanting AI to be regulated

Survey respondents 11,000+ Total Canadians and Americans surveyed in 2026 TELUS AI Trust Atlas

Canadian sample size 5,487 Canadians surveyed from Sep 2–28, 2025

U.S. sample size 6,109 Americans surveyed from Sep 2–28, 2025

Customer input Canada 69% Canadians wanting companies to seek input before deploying AI

Customer input U.S. 72% Americans wanting companies to seek input before deploying AI

Market Reality Check

Price: $13.96 Vol: Volume 4,498,503 is 0.87x...

normal vol

$13.96 Last Close

Volume Volume 4,498,503 is 0.87x the 20-day average 5,177,133, showing no pre-news volume spike. normal

Technical Shares at $13.86 are trading below the 200-day MA of $15.15 and about 17% under the 52-week high of $16.735.

Peers on Argus

Pre-news, TELUS was flat while peers were mixed: BCE up 0.39%, RCI up 0.08%, SAT...

1 Down

Pre-news, TELUS was flat while peers were mixed: BCE up 0.39%, RCI up 0.08%, SATS up 4.16%, VIV down 0.21%, CHTR down 4.86%. Momentum scanners only flagged TLK (-9.73%) with no news, suggesting no unified telecom/AI sector move tied to this headline.

Previous AI Reports

4 past events · Latest: Nov 04 (Positive)

Same Type Pattern 4 events

Date	Event	Sentiment	Move	Catalyst
Nov 04	AI platform expansion	Positive	-0.3%	Expanded Fuel iX generative AI platform access to 70,000 team members.
Jul 17	AI ethics summit	Positive	-0.7%	Showcased responsible AI at UN AI for Good Global Summit 2025.
Apr 30	AI governance framework	Positive	+1.5%	First Canadian company to adopt Hiroshima AI Process framework.
Aug 22	AI safety consortium	Positive	-0.3%	Joined U.S. AI Safety Institute Consortium as first Canadian telecom.

Pattern Detected

Recent AI-related announcements have mostly been positive in tone but often saw muted or negative next-day price reactions, with only one out of four showing a clearly positive alignment.

Recent Company History

Over the past year, TELUS has repeatedly highlighted responsible and scalable AI initiatives. In Aug 2024, it joined the U.S. AI Safety Institute Consortium, and by Apr 30, 2025, it became the first Canadian company in the Hiroshima AI Process Reporting Framework. A July 2025 UN AI for Good presence and a Nov 4, 2025 expansion of its Fuel iX platform reinforced this responsible-AI narrative. Today’s AI Trust Atlas study extends that theme by centering public expectations around governance and inclusion.

Historical Comparison

AI

+0.7 %

Average Historical Move

Historical Analysis

Past AI-tagged news for TELUS often highlighted responsible AI leadership and saw an average move of about 0.69%, suggesting historically modest price impact from similar announcements.

Typical Pattern

AI-tagged news shows a progression from joining safety consortia and global frameworks to launching internal AI platforms and now publishing large-scale trust and governance research.

Market Pulse Summary

This announcement underscores TELUS’s strategy of coupling AI deployment with public trust-building....

Analysis

This announcement underscores TELUS’s strategy of coupling AI deployment with public trust-building. Survey data from more than 11,000 Canadians and Americans highlights strong support for regulation, transparency and customer input, reinforcing earlier AI governance and safety initiatives. In the context of prior AI-tagged news, this fits a consistent reputational arc rather than a direct financial catalyst. Investors may watch how such positioning supports enterprise AI services and partnerships over time.

Key Terms

sovereign ai factory, supercomputer, privacy by design, iso 31700-1, +3 more

7 terms

sovereign ai factory technical

"opened Canada's first Sovereign AI Factory — a secure, scalable and high-performance"

A sovereign AI factory is a state-run or state-backed program that builds, trains and operates advanced artificial intelligence systems and the physical infrastructure that supports them, such as data centers, specialized chips and expert teams. It matters to investors because these initiatives can reshape competitive landscapes, create long-term government contracts, steer where talent and supply chains go, and trigger new rules or trade controls — similar to how a government-funded power plant can change an industry’s economics and strategic balance.

supercomputer technical

"TELUS AI Factory was named Canada's fastest and most powerful supercomputer by"

A supercomputer is an extremely powerful computer built to perform massive calculations and process huge amounts of data far faster than ordinary machines; think of it as an industrial-scale calculator compared with a household one. Investors care because supercomputers enable advanced research, simulations and artificial intelligence tasks that can speed product development, cut costs, and create competitive advantages—factors that may boost revenue, margins and company valuation.

privacy by design regulatory

"support tool made history by becoming the first in the world to be internationally certified in Privacy by Design (ISO 31700-1)"

An approach that builds user privacy protections into products, services and business processes from the very start rather than adding them later. Like designing a house with locks and shutters from the blueprint stage instead of installing them after a break-in, it reduces the chance of data breaches, regulatory fines and reputation damage, which can affect costs, customer trust and long‑term revenue for investors.

iso 31700-1 regulatory

"support tool made history by becoming the first in the world to be internationally certified in Privacy by Design (ISO 31700-1)"

An international standard that gives high-level guidance for designing consumer products and services with privacy protections built in from the start. Think of it as a safety checklist or blueprint that helps companies avoid exposing personal data, comply with laws, and build customer trust. For investors, adherence is a signal of lower regulatory, legal and reputational risk and can support wider product adoption and long-term value.

ai code of conduct regulatory

"It was the first telecom to sign a voluntary AI code of conduct introduced by the Canadian federal government"

An AI code of conduct is a set of rules and principles a company adopts to govern how it designs, trains, deploys, and uses artificial intelligence systems. It matters to investors because it signals how the company manages legal, ethical and reputational risks—similar to a driving rulebook that reduces accidents; a clear, enforced code can lower the chance of costly fines, customer backlash or operational failures and help protect long-term value.

ai safety institute consortium regulatory

"including speaking on UN AI for Good panels, NIST's U.S. AI Safety Institute Consortium"

A consortium of research groups, companies, universities or nonprofits that pool resources to study and promote safe development and use of artificial intelligence. Think of it like a neighborhood watch or safety inspection team for AI: it sets best practices, runs safety tests and advises on risks that can harm users or trigger regulation. Investors watch these consortia because their guidance can change a company’s legal exposure, public trust and long‑term market prospects.

generative ai technical

"TELUS' generative AI (GenAI) customer support tool made history by becoming the first"

Generative AI is a type of computer technology that can create new content, like text, images, or music, on its own. It’s important because it can produce realistic and useful material quickly, which could change how we create art, write stories, or even develop new products. Think of it as a smart robot that can invent and produce things almost like a human.

AI-generated analysis. Not financial advice.

Findings from the company's third annual AI Report suggest that a collaborative approach is needed to boost confidence in AI 

Key highlights

• AI adoption surges: 85% of Canadians and 89% of Americans use AI, demonstrating widespread embrace of the technology
• 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 /PRNewswire/ - '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 strong 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 their 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

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 one of the first contributors to the Hiroshima AI Process Transparency Report and was featured as a 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
emily.piccinin@telus.com 

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SOURCE TELUS Communications Inc.

FAQ

What did TELUS (TU) report about AI usage in its January 28, 2026 study?

TELUS reported that 85% of Canadians and 89% of Americans use AI, indicating widespread adoption. According to the company, the survey covered more than 11,000 respondents across both countries and included boosted samples for underrepresented groups to capture diverse perspectives.

How do Canadians and Americans want companies to handle AI, per TELUS (TU) January 2026 findings?

Respondents want companies to review AI for harms, explain AI in plain language, and solicit input before deployment. According to the company, large majorities—around 69–76%—favor active customer input and harm reviews prior to launching AI tools.

What level of support for AI regulation did TELUS (TU) find in its Jan 28, 2026 report?

TELUS found that 90% of respondents in both countries believe AI should be regulated, showing strong public support for governance. According to the company, this consensus underscores calls for clear accountability and oversight across industry and government.

What concrete steps does TELUS (TU) recommend to build trust in AI from the January 2026 report?

TELUS recommends strengthening AI literacy, embedding diverse perspectives, providing clear explanations, and ensuring human oversight for critical decisions. According to the company, the report offers actionable recommendations for government, industry, and academia to implement these measures.

What infrastructure milestones did TELUS (TU) highlight alongside the AI Trust Atlas release?

TELUS highlighted opening Canada’s first Sovereign AI Factory in September 2025 and ranking 78th on the TOP500 in November 2025. According to the company, these milestones support secure, scalable AI compute capacity for Canadian businesses and research.

How was the TELUS (TU) AI Trust Atlas survey conducted and who was included?

The survey was conducted by Leger from Sept 2–28, 2025, surveying 5,487 Canadians and 6,109 Americans through online panels. According to the company, samples were boosted for Indigenous Peoples, Black women, LGBTQ2S+ people, people with disabilities, low-income individuals, seniors, and recent immigrants.