Telus is facing debate over its use of artificial intelligence technology that can alter the accents of customer service agents during call centre interactions, raising questions about transparency, customer trust, and the future of telecom support jobs in Canada. According to The Globe and Mail, Telus Digital has deployed a speech enhancement tool designed to adjust pronunciation in real time while preserving the speaker’s voice and emotional tone.
The technology is provided by Tomato.ai and uses speech to speech models that modify how words are pronounced during a live conversation. Telus Digital has described the tool as a way to improve clarity and reduce accent related friction during customer service calls. The company says the system is meant to make conversations easier to understand without changing the identity of the person speaking.
Supporters of this kind of technology argue that it could reduce misunderstandings, shorten call times, and help customers resolve problems more efficiently. Some companies also say accent modification tools may protect workers from harassment or discrimination from callers who react negatively to foreign accents.
However, labour representatives and digital rights advocates are raising concerns about whether customers should be told when artificial intelligence is being used to change a person’s voice. Unifor telecommunications director Roch Leblanc told a parliamentary committee that Canadians should be informed when artificial intelligence is part of a customer interaction, especially if it changes how they perceive the person on the other end of the call.
United Steelworkers Local 1944 president Michael Phillips said he was aware of Telus using the technology internally between Canadian and overseas agents. He argued that Canadians should have the right not to be misled by artificial intelligence, particularly when dealing with companies they pay for essential services such as phone and internet access.
The debate comes as Canadian telecom companies continue to explore artificial intelligence as a way to improve efficiency, reduce wait times, and manage costs. Eric Smith of the Canadian Telecommunications Association said the focus should be on whether these tools produce better outcomes for consumers while being used responsibly.
OpenMedia director Matthew Hatfield said his larger concern is that companies are increasingly moving customers away from human support whenever possible. At the same time, telecom regulators have recently pushed companies to offer more online options, including allowing customers to cancel or change plans without speaking to a representative.
Rogers and Bell told The Globe and Mail they do not use accent altering technology and do not plan to introduce it. Telus did not respond to the outlet’s request for comment, leaving unanswered questions about whether the tool is currently being used in calls with Canadian telecom customers.
The issue highlights a growing challenge for businesses and regulators as artificial intelligence becomes more common in customer service. For more coverage of Canadian business, technology, and telecom developments, visit Weekly Voice and the Canada news section.
