Telus, a Canada-based telecommunications company, has pledged not to use artificial intelligence (AI) to create or replicate Indigenous art as part of its ongoing commitment to ethical technology use.
This decision is part of Telus’ Reconciliation Commitment, established in 2021, which aims to build productive relationships with Indigenous Peoples, including First Nations, Metis, and Inuit communities.
Here’s what people have to say about the theft of indigenous art!
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The pledge comes in response to global controversies, particularly in Australia, where AI-generated content imitating Indigenous art sparked significant backlash.
Artists have raised concerns about their work being used without permission to create items sold online. In Canada, the foreign affairs ministry issued an apology in December after publishing an AI-generated image representing an Indigenous woman, further highlighting the issue’s sensitivity.
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Pam Snively, Chief Data and Trust Officer at Telus emphasized the importance of listening to and learning from those impacted by technology.
“We are dedicated to working side by side with Indigenous Peoples to preserve their rich cultural legacy and creative endeavours and hope this inspires other organisations to follow suit.”
Telus’ AI initiatives include training a recommendation engine with over 500 classified images and developing an enterprise-grade AI engine for various clients.
Despite these advancements, the company acknowledged it could not guarantee that external AI models had not been trained on Indigenous art, limiting its control over picture development.
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The company also commissioned an artwork titled “Honour by Design” by Kenneth Letander, an Ojibway artist, to commemorate the declaration.
The artwork symbolizes the respectful integration of technology and Indigenous cultural stories, depicting a human hand controlling AI usage and a turtle representing Indigenous stories.
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Shani Gwin, an Indigenous Advisory Council member at Telus, highlighted the sacredness of Indigenous art and the negative impacts of AI designed without Indigenous input.
“AI designed without First Peoples negatively impacts our communities. 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. Our inclusion matters in getting it right,” said Shani Gwin.
Telus has a history of ethical AI practices, including receiving international certifications and awards for responsible AI use. The company recently made history with its generative AI customer support tool, becoming the first globally to achieve international Privacy by Design certification.
Additionally, Telus signed Canada’s voluntary code of conduct for generative AI, aiming to ensure transparent, equitable, and responsible AI development and deployment.
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A study conducted by Dr. Scott Highhouse and Andrew Samo revealed that AI art is becoming increasingly difficult to distinguish from human-made art.
Participants in the study could only correctly identify the source of the artwork slightly more than half the time, often favoring human-made art emotionally. This finding underscores the ongoing debate about the authenticity and ethical implications of AI-generated art.
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In a notable incident, photographer Miles Astray used a real photograph to win first place in an AI-generated photo contest, only to be disqualified when the image was discovered to be authentic.
Astray’s goal was to highlight the moral ramifications of AI in photography and demonstrate that AI-generated scenes could be as imaginative as real-life ones.
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Telus’ ethical AI pledge is a significant step toward preserving Indigenous cultural heritage and setting a standard for responsible technology use.
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Telus aims to foster trust and inspire other organizations to follow suit by prioritizing ethical practices and cultural sensitivity, ensuring that technological advancements benefit society without compromising cultural integrity.
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