How Telefónica Trains Employees & Clients in Ethical AI
Telefónica, among the world’s largest telecom companies, is leading the way in AI literacy by embedding Responsible AI (RAI) training across its workforce.
Snapshot:
- Industry: Information and Communication Technology (ICT)
- Headquarters: Madrid, Spain
- Website: Telefónica
- Employees: 100,000+
Overview:
Telefónica, among the world’s largest telecom companies, is leading the way in AI literacy by embedding Responsible AI (RAI) training across its workforce. Unlike traditional AI training, Telefónica’s approach goes beyond technical skills—focusing on ethics, governance, and societal impact.
Through its AI for All program, Telefónica has developed targeted AI training for executives, general employees, technical teams, and even external stakeholders. The company also launched the RAI Champions initiative, empowering employees to act as ethical AI ambassadors within their departments.
Key Statistics:
- Over 400 AI professionals dedicated to research and application across various sectors.
- 300,000+ people from nine countries trained in digital and AI skills through Telefónica’s public Conecta Empleo program.
The Challenge:
AI adoption across Telefónica’s operations—spanning customer service, fraud detection, and network management—created an urgent need for employees to understand not only how to use AI but also how to do so responsibly.
Key challenges included:
- Lack of AI risk awareness among employees. Many were not fully versed on issues such as AI bias and transparency.
- Ensuring responsible AI development within Telefónica’s products and services.
- Bridging the AI knowledge gap between technical and non-technical employees.
- Addressing AI’s broader societal impact, particularly for vulnerable communities.
Without a structured AI literacy program, Telefónica risked inconsistent AI governance and potential ethical breaches.
The Tools & Tech:
In addition to training its own workforce, Telefónica operates a growing AI consulting and technology business through Telefónica Tech, offering AI-powered solutions and training services to external organizations. This dual focus allows Telefónica to build AI capabilities internally while also generating revenue by helping clients adopt AI technologies.
Key tools and platforms that support Telefónica’s AI literacy initiatives include:
- AI Suite: This platform automates machine learning processes, helping businesses streamline data profiling, model training, and AI governance (Telefónica Tech).
- Telefónica Tech GenAI Platform: A commercial offering that enables organizations to build customizable virtual assistants and integrate generative AI tools into their operations (Telefónica).
- SHARK.X Platform: Developed with IBM, this multi-cloud AI and data management platform serves both Telefónica’s internal AI needs and enterprise clients seeking to build AI-driven solutions (PR Newswire).
- Telefónica Tech Academy: A training program that provides courses on AI, IoT, Big Data, and Blockchain, aimed at both Telefónica employees and paying clients who want to enhance their AI capabilities (Telefónica Tech).
By leveraging these platforms, Telefónica not only strengthens AI literacy internally but also expands its AI consulting business, offering tools and training to organizations looking to navigate AI adoption.
The Solution:
Telefónica has implemented a comprehensive, multi-layered approach to AI literacy, ensuring that training is accessible, role-specific, and aligned with ethical AI principles. This strategy encompasses several key initiatives:
- AI for All Program
- Structured Training Framework: Tailored to different employee profiles—including executives, AI developers, and general staff—this program provides role-specific education on both the technical and ethical dimensions of AI.
- Regular Updates: The curriculum is continuously refined based on feedback from Responsible AI (RAI) Champions and AI ethics experts, ensuring alignment with evolving AI regulations and ethical standards (unesco.org).
- RAI Champions Network
- Internal Ethics Ambassadors: Employees from various departments are trained as RAI Champions, promoting responsible AI practices within their respective units.
- Ongoing Support and Feedback: These champions facilitate workshops and provide continuous feedback to enhance AI literacy and ethical awareness across the organization (unesco.org).
- Corporate University – UNIVERSITAS
- Specialized Courses: Through UNIVERSITAS, Telefónica offers courses such as "Introduction to Generative AI & Responsible AI," equipping employees with up-to-date AI competencies.
- Hands-On Learning: Training modules incorporate real-world case studies, enabling employees to assess AI models for bias, explainability, and risk mitigation.
- Public AI Literacy Initiatives
- Conecta Empleo Digital Skills Program: This initiative extends AI and digital literacy training to the public, focusing on vulnerable communities across nine countries (telefonica.com).
- AI Literacy for Non-Technical Audiences: Recognizing the importance of AI understanding beyond technical roles, Telefónica provides tailored training for non-technical employees and the public, emphasizing practical applications and ethical considerations (telefonica.com).
- AI Ethics Group of Experts
- Advise HR and business leaders on AI governance best practices.
- Oversee AI training content for employees to align with evolving AI regulations.
- Ensure AI literacy programs reflect the latest bias mitigation and transparency techniques.
- Diverse Oversight Panel: A multidisciplinary team ensures that AI decision-making reflects a range of perspectives, considering diversity in gender, age, and geography.
- Continuous Ethical Guidance: This group collaborates closely with RAI Champions and the broader workforce to provide ongoing ethical guidance and address emerging AI challenges (unesco.org).
By implementing this structured, multi-stakeholder approach, Telefónica ensures that its employees not only gain AI literacy but also develop the skills to implement AI responsibly across their respective domains.
The Result:
Telefónica’s AI literacy strategy has had measurable impact:
- 43+ AI literacy training sessions conducted.
- More than 2,000 employees trained across Telefónica.
- 100+ meetings held with RAI Champions to refine AI governance strategies.
- 300,000+ people trained in AI-related skills outside of Telefónica.
- ISO 42001 AI Governance Certification achieved through responsible AI literacy efforts.
By integrating AI literacy into its culture, Telefónica has significantly improved employees’ ability to engage with AI responsibly and ethically.
"Our journey towards responsible AI is not just about technological advancement; it's about embedding ethical considerations into every facet of our operations and extending that commitment to the communities we serve."
—Dr. Richard Benjamins, former Chief Responsible AI Officer at Telefónica
What’s Ahead?
- More standardization & specialization in training, tailoring AI courses to different roles.
- Scaling the RAI Champions program to ensure AI ethics guidance reaches all business units.
- Developing AI literacy certifications for employees and external learners.
- Greater focus on AI for vulnerable communities, expanding Conecta Empleo and Campus 42 programs.
Conclusion:
Telefónica’s AI literacy program is setting a benchmark for integrating responsible AI training at scale. By fostering AI awareness across its workforce and beyond, Telefónica is ensuring that AI adoption remains ethical, inclusive, and aligned with regulatory best practices.
This case study summary was created with the assistance of ChatGPT, then edited and fact-checked by i4cp staff.
The mention or inclusion of any specific vendor or product on the i4cp platform does not imply endorsement or recommendation by i4cp.
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