What is the role of data governance in the TELUS enterprise CX/AI strategy?

• A. To centralize data without any access controls.
• B. To ensure data quality, privacy, security, compliance, and control over data assets across domains.
• C. To maximize data collection regardless of privacy.
• D. To replace data with synthetic data entirely.

Answer: (B)

Data governance is the framework that treats data as a valued asset and sets the rules for how it’s created, stored, accessed, and used. In TELUS’s enterprise CX/AI strategy, it ensures data quality, privacy, security, and regulatory compliance while providing clear control and visibility over data assets across different domains. This means establishing data ownership, stewardship, metadata, data lineage, and standards so that data used for customer experience analytics and AI models is trustworthy, consistent, and compliant.

With strong governance, CX and AI initiatives can rely on high-quality data for accurate insights and model training, protect customer privacy, enforce security measures, and enable compliant data sharing across teams and systems. It also helps manage risk and reduces bias by monitoring data sources and usage.

The other options miss the mark because they either ignore necessary safeguards (no access controls), promote privacy-unsafe data collection (maximizing collection regardless of privacy), or rely on synthetic data to the exclusion of real data, which governance does not mandate.