Canadian telecommunications giant vows not to use AI to replicate Indigenous art

With June 21st being National Indigenous Peoples Day in Canada, telecommunications giant Telus has publicly declared they will not use artificial intelligence (AI) to replicate Indigenous art or imagery. 

The company says they are making this declaration in order to uphold their reconciliation commitment which was made in 2021.

As Telus continues to dabble with developing and evolving AI technologies, they say they will be implementing safeguards to make sure Indigenous art cannot be appropriated. 

Specifically, their declaration states that Indigenous data sovereignty is crucial to reconciliation efforts in their industry, especially the ability for Indigenous communities to safeguard their cultural heritage and artistic expression. 

Telus currently uses generative AI mostly in the capacity of a customer service support tool and have won a handful of awards and recognitions for being pioneers of ethics in the field of AI. 

“AI designed without First Peoples negatively impacts our communities,” said Shani Gwin, Founder and CEO of pipikwan pêhtâkwan and Telus Indigenous Advisory Council member.  

“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.”

Gwin added that Indigenous Candians have been left out and missed out on employment opportunities due to appropriation of their images, creative expressions and intellectual property. 

“As Canada struggles with its commitment to Truth and Reconciliation and AI’s capacity to help or harm, this declaration is a timely and positive step,” she concluded. 

To commemorate this declaration, Telus commissioned a work of art by Kenneth Letander, a Manitoba born Ojibway artist now living in Alberta’s Treaty 6 territory. 

The work of art is called Honour by Design.

“In this concept, a human hand is in control of pressing a small green circle, symbolizing the individual’s choice in when and how to use AI,” said Letander. 

“Behind the hand is a turtle, representing Indigenous stories, while below flows a blue river of water where the green circle meets in the middle, signifying the collision of humanity and technology and how humans can use it for good, such as using AI to protect waterways and Mother Earth.”

He continued by explaining that the globe in the scene with communication lines leading to a tablet screen, shows the turtle looking and taking in information. 

“Notably, the information representing AI is intentionally separate from the turtle and the hand, as it is respecting Indigenous stories, culture, and determination,” Letander finished.