Canadian businesses are racing to adopt powerful generative AI (GenAI) tools, but they must do so while carefully adhering to strict security and privacy standards. Recognizing the need to meet these standards, TELUS responded by developing Fuel iX, its own enterprise GenAI solution built to uphold principles such as transparency, accountability and safety.
Pioneering responsible AI in 2025
While many companies are still grappling with the concept of responsible AI, Fuel iX is already leading the way. Drawing from TELUS's extensive experience in responsible AI development, Fuel iX has embedded ethical AI principles into each of its products.
"Building our own generative AI solution wasn't just a technology decision – it was about gaining the freedom to innovate and adapt as both the technology and our people's needs evolve, all while maintaining the stringent security standards our Canadian enterprise demands," explains Justin Watts, Distinguished Engineer at TELUS.
Read more about how TELUS built a flexible enterprise AI solution that empowers 50,000+ employees.
The Fuel iX approach: Responsibility at its core
Fuel iX's suite of products demonstrates a deep commitment to responsible AI.
- Fuel iX Copilots: These AI-powered assistants showcase the integration of ethical AI principles into a practical business tool featuring:
- End-to-end encryption
- Sophisticated role-based access controls
- Flexible data processing options prioritizing user privacy and security
- Fuel iX Fortify: A comprehensive, automated AI red teaming platform that enables confident AI deployment by identifying and addressing potential vulnerabilities before customer exposure. It aligns with key safety concerns identified in the 2025 AI Report “Human-centric AI: Perspectives on trust and the future of AI,” where 68% of respondents prioritized safety in AI principles.
- World-First Privacy Achievement: Fuel iX's GenAI customer experience solution became the first globally to achieve ISO 31700-1 Privacy by Design Certification, underlining their commitment to privacy-respecting AI systems.
Robust security and data protection
Fuel iX's approach to responsible AI is built on several key pillars:
- Comprehensive security features, including data encryption and Role-Based Access Control (RBAC)
- Automated testing and monitoring
- Strict compliance with industry standards
- Region-specific data sovereignty
TELUS’ ongoing commitment to reconciliation
As part of its data and ethics strategy, TELUS declared it will not use AI to create or replicate art or imagery of Indigenous Peoples. Reconciliation with Indigenous Peoples in Canada is embedded in TELUS’ values. TELUS’ Reconciliation Commitment was released in 2021, stating a commitment to progressing the path of Reconciliation in a deeply meaningful way, in partnership with Indigenous Peoples, and is dedicated to fulfilling its role and responsibilities in this regard. This commitment has underscored TELUS’ ongoing reconciliation efforts in Canada, and the update to include technology and the use of AI further cements the evolution of this work.
Transparent data management
Fuel iX prioritizes user control over data through clear policies:
- Customizable data retention policy
- Out-of-the-box guardrails for structured data management
- Secure data handling through stateless Large Language Models (LLMs)
The importance of trust in AI implementation
As AI becomes a bigger part of our everyday lives, earning trust has become crucial for successfully implementing AI systems. Recent surveys highlight growing public concern about data privacy and organizational trustworthiness. The 2024 TELUS Data & Trust Survey found that nearly three-quarters of Americans and Canadians are concerned with how organizations handle their personal details.
Pam Snively, Chief Data & Trust Officer at TELUS, emphasizes, "We know that our customers are sharing with us a massive amount of data, and that their daily lives are intertwined with our digital ecosystem. We take that relationship very seriously."
In response, TELUS has implemented enterprise-wide data and AI literacy initiatives, processes and policy measures to enhance the trustworthiness of its offerings without compromising innovation. This commitment to responsible innovation is exemplified through Fuel iX, which demonstrates that trustworthy AI is essential for the future of business.
