Can we trust companies with our data? Most Canadians and Americans say no in TELUS Data & Trust Survey
The 2024 TELUS Data & Trust Survey reveals that a vast majority of both Americans and Canadians consider data privacy more important than ever.
According to the survey, 82 percent of Americans and 79 percent of Canadians expressed this growing concern, while many remain worried about how their personal information is being handled by organizations (74 percent of Americans and 72 percent of Canadians).
The survey highlights public attitudes towards data privacy, trust in organizations, and expectations for ethical data practices. It emphasizes the need for companies to adopt transparent and responsible data management practices as technology, particularly Artificial Intelligence (AI), rapidly evolves.
The survey shows that reputation is key when deciding to do business with companies. 88 percent of American respondents and 87 percent of Canadian respondents stated that a company's reputation for data handling plays a major role in their decision-making.
Trust is also a powerful motivator: 86 percent of Americans and Canadians alike reported that trusting a business leads them to purchase or use its products and services.
Additionally, 67 percent of Americans and 66 percent of Canadians advocate for brands they trust by sharing their positive experiences with friends, posting on social media, or writing reviews.
Concerns about privacy remain top of mind, with 52 percent of Americans and 42 percent of Canadians thinking about their data privacy on a daily basis.
“As technology continues to advance at an unprecedented pace, it's clear that people on both sides of the border are becoming increasingly aware of and concerned about their data,” said Pam Snively, TELUS' chief data and trust officer.
She added that TELUS integrates trustworthy practices into its operations to maintain customer trust, especially as AI technology evolves.
The development of AI also raised concerns. The survey found that 90 percent of Canadians and 86 percent of Americans believe AI must be developed with care.
Clarity and transparency in AI development are also priorities, with 82 percent of Canadians and 81 percent of Americans wanting clear explanations on AI use.
Additionally, 74 percent of respondents in both countries believe AI development should include input from the public, not just technologists and academics.
According to Snively, organizations need to act on these concerns.
“People are telling us what they need to trust data and AI: they want companies to ask for and listen to customer input, for data ethics experts to be involved, and for transparency in the explanations on how AI is used in a way that is understandable to everyone.”
