TELUS is facing growing criticism after reports revealed the company is using artificial intelligence technology capable of modifying the accents of some customer-service agents in real time during phone calls.
The technology, deployed through TELUS Digital, uses speech-to-speech AI models developed by California-based company Tomato.ai. According to company materials, the system is designed to improve clarity and reduce what it describes as “accent-related friction” while preserving the speaker’s natural voice characteristics.
The AI works by processing speech as it is spoken, altering pronunciation patterns and vocal characteristics associated with regional accents. Supporters argue the technology can improve communication between agents and customers, particularly in international call centres where language barriers and differing accents can sometimes create challenges.
However, labour organizations and worker advocates have raised concerns about transparency and the broader implications of the technology. Representatives from Unifor and other telecommunications labour groups have argued that modifying an agent’s accent may mislead customers about who they are speaking with and where the employee is located. Critics also contend the technology could make offshore customer-service operations less apparent to consumers while potentially accelerating the outsourcing of Canadian jobs.
The issue gained national attention after union officials highlighted the practice during recent federal discussions on artificial intelligence and telecommunications. They have called for regulations requiring companies to disclose when AI is being used to alter voices or other aspects of customer interactions.
TELUS has promoted the technology as a tool that enhances communication without changing a worker’s identity, emphasizing that the software modifies pronunciation while maintaining the speaker’s original voice and emotional tone. The company has also suggested that clearer communication can improve customer experiences and reduce instances of agent harassment related to accents.
The controversy has also drawn attention to the growing role of artificial intelligence in customer-service operations. As businesses increasingly adopt AI-powered tools to streamline interactions and improve efficiency, questions are emerging about disclosure requirements, consumer awareness, workplace rights, and the ethical use of voice-altering technologies.
Competitors Bell and Rogers have reportedly stated they do not currently use accent-altering AI technologies and have no plans to implement similar systems, creating a clear distinction in how Canada’s major telecommunications providers are approaching the emerging technology.
With governments around the world still developing rules for artificial intelligence, the debate surrounding AI-modified voices may become an early test case for how transparency and consumer trust are balanced against technological innovation in the workplace.
