TELUS Digital & USP Launch AI Research Hub: A Leap for Customer Experience

The relentless pursuit of artificial intelligence continues, pushing boundaries and sparking innovation across various sectors.
But what truly sets apart a groundbreaking initiative from the rest?
Perhaps it’s the fusion of industry expertise with academic rigor, a collaboration designed to tackle real-world challenges and shape the future of AI in customer experience.

Enter the TELUS Digital Research Hub, a groundbreaking initiative born from a partnership between TELUS Digital, a leading global technology company, and the prestigious University of São Paulo (USP) in Brazil.
With a $1 million investment over three years, this hub is poised to become a pivotal force in AI research and development, particularly in the realm of customer experience (CX).
The launch event is scheduled for March 18, 2025.

A Strategic Alliance for AI Advancement

Located within USP’s Center for Artificial Intelligence and Machine Learning (CIAAM), the TELUS Digital Research Hub joins a network of global tech giants like Motorola, IBM, and Itaú.
But why São Paulo, and why USP?
The answer lies in Brazil’s burgeoning AI ecosystem and USP’s reputation as a world-class research institution.
The partnership aims to leverage diverse perspectives, foster responsible AI development, and contribute meaningfully to the global dialogue on AI’s potential, stated Renato Vicente, Director, TELUS Digital Research Hub.

This initiative complements TELUS Digital’s existing digitization campuses in India and Guatemala, further solidifying its global commitment to AI innovation.

The $1 Million Investment: Fueling Innovation

So, where exactly will that $1 million be channeled?
The investment is strategically allocated across several key areas:

• Undergraduate Research Grants: Eight students will receive monthly stipends to participate in AI-focused projects under faculty and industry guidance.
• Postdoctoral Fellowships: Funding will support early-career researchers in AI, allowing them to conduct independent research aligned with the hub’s core focus.
• Visiting Scholar Fund: The hub will attract researchers from around the world to collaborate and contribute to pioneering AI research.

Fuel iX: The Engine of Innovation

At the heart of this research endeavor lies Fuel iX, TELUS Digital’s proprietary generative AI platform.
But what exactly does Fuel iX bring to the table?
According to TELUS, it’s a suite of solutions designed to personalize, secure, and scale digital interactions.
The Research Hub will play a critical role in advancing Fuel iX’s capabilities, ensuring it remains at the forefront of AI-driven CX.

The Research Hubs research focus and agenda will be guided by a Steering Committee composed of industry and academic leaders:

• Professor Renato Vicente, Director, TELUS Digital Research Hub
• Gagan Tandon, Managing Director, AI & Data, TELUS Digital Solutions
• Bret Kinsella, General Manager, Fuel iX, TELUS Digital Solutions
• Professor Sergio Oliva, Director, Institute of Mathematics, Statistics and Computer Science, USP
• Alexandre Guilbault, Director of AI, TELUS and Founder and Head of TELUS AI Accelerator
• Sami Bin, Director, LATAM Operations, TELUS Digital Solutions

In the coming months, a Scientific Committee and an International Scientific Advisory Council will also be formed to provide technical expertise and ensure alignment with global research standards.

The Ethical Imperative: Humancentered AI

The TELUS Digital Research Hub isn’t just about technological advancement; it’s also deeply committed to ethical AI development.
How will they ensure AI remains “humancentered, ethically designed, and purposedriven”?
By fostering collaboration between academia and industry, the hub aims to create an environment where diverse perspectives drive responsible AI development that contributes to broader societal benefits.

Aligned with TELUS Digitals, the Research Hub will focus on advancing AI that is not only innovative but also grounded in human insight and ethical governance.

TELUS Digital’s Expanding Footprint

TELUS Digital’s investment in the USP AI Research Hub signifies more than just a financial commitment; it represents a strategic expansion into a thriving AI ecosystem.
This move builds upon the company’s acquisition of WillowTree in 2021, which included Poatek, a software engineering and data science firm based in Brazil.
So, this partnership with USP is strategically aligned with TELUS’s long-term objectives?

Furthermore, it also shows TELUS’s ongoing commitment to research talent and AI innovation in the region.

To recap, let’s look at the key benefits of this strategic alignment:

• Strengthens TELUS Digitals competitive position in Latin Americas growing CX market.
• Creates a talent pipeline through undergraduate grants and postdoctoral fellowships.
• Demonstrates commitment to ethical AI development, potentially attracting ESGfocused clients.
• Establishes academic credibility for their AI solutions, differentiating from competitors.

EU Invests Big in AI: A Global Race

The investment by TELUS Digital, while substantial, exists within a larger global context.
European Commission President Ursula von der Leyen recently announced a massive €200 billion investment in AI across Europe.
But why is Europe making such a significant push?
According to Von der Leyen, the race for AI leadership is far from over, with neither China nor the U.S.
having definitively claimed victory.

This European initiative aims to establish the EU as a leading AI continent, focusing on industrial and mission-critical applications.
It’s a clear signal that AI is not just a technological race but also a strategic one with far-reaching economic and societal implications.

The EU’s focus is not solely on tech development but also adoption in complex applications using industrial manufacturing data.
This shows their intent to compete directly in areas where they can lead and leverage their resources.

Macron Touts Europe’s AI Potential

French President Emmanuel Macron has also thrown his weight behind the European AI push.
He touted Europe and France as prime locations for AI investment, even taking a subtle jab at the U.S.’s approach to energy.
By emphasizing France’s reliance on nuclear energy, Macron highlighted a potential advantage in powering the energy-intensive AI infrastructure.

Macron’s vision involves a united European AI strategy, providing a larger domestic market for startups to thrive.
The broader EU initiative and individual efforts made by countries such as France, clearly demonstrate that the region will be a strong competitor in the AI space.

Concerns and Considerations

While AI promises numerous benefits, it’s crucial to acknowledge the potential downsides.
Critics have raised concerns about environmental impacts, inequality, and the spread of disinformation through deep fakes.
As AI becomes more pervasive, addressing these ethical and societal implications becomes paramount.

The need to consider AI technology’s risks underscores the importance of human-centric AI development, and worker representation is one key aspect that Hoffman has emphasized.