AI's role in telecom sector growing, but customer satisfaction lagging

A person uses a cellphone in Ottawa on Monday, July 18, 2022. THE CANADIAN PRESS/Sean Kilpatrick

TORONTO — Nearly half of all telecom customers say they won’t use artificial intelligence for any of their phone and internet services needs, but others say they are open-minded as long as it involves a low-stakes task, like adjusting settings or bill reminders.

That’s the upshot from new global research by Ipsos Canada, shared Tuesday during a presentation at the 25th annual Canadian Telecom Summit in Toronto.

The role of AI in telecom, from network deployment to customer service, is one of the key themes of this year’s conference, which concludes today.

Cameron McFadyen, the research firm’s vice-president for Western Canada, says satisfaction is lacking among telecom customers in their usage of AI, but there is opportunity for companies to improve.

The firm’s research shows 43 per cent of consumers are willing to use AI to provide advice or suggestions about services.

McFadyen says customers generally still prefer to speak with a human when dealing with a “complex” issue, however many are open to using AI to research plan pricing and help them decide whether to switch providers.

This report by The Canadian Press was first published May 13, 2026.

Sammy Hudes, The Canadian Press