Telecommunications workers across Canada are raising serious concerns about the increasing use of artificial intelligence in their industry, urging the federal government to introduce tighter controls. According to union representatives, AI technologies are being deployed in ways that could negatively impact employees, including heightened surveillance and the concealment of offshore labour practices.
The concerns were formally presented on April 30 during a session with the House of Commons Standing Committee on Industry and Technology in Ottawa. The presentation came from the Canadian Telecommunications Workers’ Alliance, a coalition representing approximately 32,000 employees in the sector. Members of the alliance include major unions such as Unifor, the United Steelworkers, and the Canadian Union of Public Employees, whose workers are employed by leading telecom companies including Bell, Rogers, and Telus.
Concerns Over Accent Masking and Transparency
One of the most controversial issues highlighted by the alliance is the use of AI to alter or mask the accents of overseas call centre agents. Roch Leblanc, Unifor’s telecommunications sector director, revealed that at least one company has implemented such technology. He argued that this practice could mislead customers into believing they are speaking with representatives based in Canada, when in fact the calls are being handled abroad.
Leblanc emphasized the importance of transparency, stating that customers should be clearly informed whenever AI tools are being used in their interactions. The lack of disclosure, he suggested, undermines trust and raises ethical questions about how companies engage with their clients.
Job Losses and Workforce Impact
The alliance also warned that artificial intelligence could accelerate job losses in the telecommunications sector. Over the past decade to 15 years, approximately 20,000 positions have already disappeared due to automation and the relocation of jobs overseas. Union leaders fear that the rapid advancement of AI technologies could intensify this trend, putting even more workers at risk.
Beyond job displacement, there are concerns about how AI is reshaping the nature of work. The technology is reportedly being used to monitor employees in increasingly detailed ways, such as tracking technicians’ movements in real time and measuring how long they spend on specific tasks. In call centres, AI systems can analyze conversations word-by-word to identify patterns, reroute calls, and optimize sales strategies.
Workplace Surveillance and Mental Health Risks
Union representatives argue that these monitoring practices are intrusive and contribute to increased stress among workers. Leblanc noted that constant tracking and performance measurement can create pressure, leading to a more demanding and psychologically taxing work environment.
Nathalie Blais, a research advisor with the Canadian Union of Public Employees, described the technology as potentially “very invasive.” She stressed that AI should be implemented in ways that benefit society as a whole, rather than being used to mislead customers or undermine job security.
Calls for Policy Action and Collaboration
In response to these challenges, the alliance is advocating for the creation of a permanent federal working group on artificial intelligence. This body would bring together government officials, industry stakeholders, and civil society representatives to guide the responsible deployment of AI technologies.
Additionally, the group is calling for stronger safeguards to protect workers’ rights, job security, and the privacy of Canadians’ data. These measures, they argue, are essential to ensuring that technological progress does not come at the expense of employees or the public.
Artificial Intelligence Minister Evan Solomon has indicated that the government’s forthcoming national AI strategy will take labour market impacts into account, signaling that these concerns may play a role in shaping future policy decisions.
