TELUS the global communications and technology company and RingCentral, Inc., a leader in AI-powered business communications, have announced an expanded partnership to bring advanced AI-driven features to the TELUS Business Connect platform for Canadian businesses. The new feature pack includes a series of smart automation and conversational AI tools that aim to revolutionize the way companies communicate, interact with customers, and increase their operational productivity.
The upgraded platform, which will be accessible from the start of 2026, revamps conventional cloud, based telephony and messaging systems by AI integration at the core of the business functionalities through live help, smart answering, omnichannel customer service support, and coaching based on insights.
What’s New in the TELUS Business Connect Platform
TELUS Business Connect has long replaced traditional phone systems with cloud-based voice, messaging, and meeting capabilities. Now, with RingCentral’s suite of AI features embedded directly into the platform, businesses gain access to the following tools:
- AI Assistant (RingCentral AVA) Provides real-time conversational support across interactions via context-aware guidance, automation, and insights – helping teams respond faster and with greater accuracy.
- AI Receptionist (RingCentral AIR) An AI-powered virtual receptionist that interprets caller intent, answers common questions with personalized responses, schedules appointments, and routes calls to the most appropriate destination based on context.
- AI Insights (RingCentral ACE) Delivers sentiment analysis and performance data that help sales and support teams improve conversation quality and coach for performance improvements.
- AI Chat Enables intelligent, real-time website engagement so customer support teams can address common questions immediately while focusing human resources on more complex issues.
- AI Contact Centre (RingCX™) A comprehensive, AI-enhanced contact center solution that supports over 20 digital channels with assistance for agents and supervisors alike — transforming customer service into a rich, data-driven experience.
Together, these capabilities give businesses intelligent automation, enhanced engagement, and actionable insights without requiring deep technical expertise.
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Why This Matters for B2B Marketing and Advertising
The expansion of TELUS Business Connect with embedded AI capabilities is more than a communications upgrade — it’s a strategic asset for B2B marketers and advertisers looking to strengthen engagement, gather real-time customer intelligence, and power more effective content and campaign strategies.
Intelligent Conversations Deliver Better Customer Data
Every time a business interacts with its customers, either through phone, chat, or contact center, it generates first, party insight. Besides the usual call recordings, AI, powered tools such as sentiment analysis and conversational guidance give customer service teams the capability to identify and record more sophisticated behavioral data. The resulting data are then utilized in marketing segmentation, campaign messaging, and personalization, thereby B2B marketers have a greater capacity to accurately define their target audience and enhance the relevance of the campaigns.
For example, a sentiment analysis identifies a communication that has a greater impact on high, value prospects, whereas AI, generated e, mails of the contact that have revealed the customers main concerns can be used to create thought leadership articles. Marketers, through the collation of conversational data, are able to understand more profoundly buyer’s intentions and preferences through different channels.
Key takeaways for B2B marketing teams
- Enhanced first-party data creation through AI-powered interactions.
- Better alignment of messaging with customer needs and expectations.
- Deeper audience insights that fuel targeted outreach and content strategies.
Automation Enables Scalable Engagement Without Added Headcount
B2B enterprises frequently face the dilemma of how to deliver a highly personalized customer experience while still having operations that can be scaled. Delivering service to customers in the traditional sense calls for a major investment in personnel, which becomes especially the case when businesses grow their markets or expand their product lines. By employing AI, powered assistants and smart routing, the tasks can be automated and thus human workers can concentrate on higher, level tasks while AI takes care of the routine ones.
In fact, marketing and customer success staff can now install chat and voice automation that gets the inbound interest, qualifies the prospects, and comes up with the leads on its own without having to hire more people to handle the increased demand during peak times or to deal with complicated workflows. In times like these when majority of B2B companies are combining efficiency and growth as their main focus, it serves as a force multiplier.
Omnichannel Engagement Supports Seamless Buyer Journeys
Modern B2B buyers expect consistent engagement across digital and voice channels. The expanded Business Connect platform’s support for omnichannel AI-enhanced interactions – from web chat to call centers – ensures consistency of experience and continuity of messaging.
Marketing and advertising teams can leverage these capabilities to unify campaign touchpoints. For example:
- A digital ad campaign drives traffic to a landing page.
- Embedded AI chat engages visitors instantly, capturing intent and qualifying leads.
- High-intent prospects are routed to human agents with full context and insights.
This seamless flow not only improves conversion rates but also maintains brand voice and messaging consistency at every stage — a crucial advantage in competitive B2B markets where complex purchases often involve multiple stakeholders and touchpoints.
Business-Wide Impacts Beyond Marketing
Boosting Employee Productivity and Collaboration
AI-augmented communication tools reduce manual workloads and help teams focus on strategic priorities. With automated scheduling, smart routing, and context-aware assistance, employees spend less time on routine tasks and more on high-value activities — improving internal productivity and morale.
Supporting Competitive Advantage in Customer Experience
Exceptional customer experience (CX) is one of the main aspects that distinguish a B2B company from its competitors. By utilizing conversational AI in their everyday communications, businesses can respond quickly, personalize customer interactions, and efficiently resolve issues, which are the main factors leading to higher customer loyalty and customer lifetime value.
This matter of customer experience is a great concern since B2B buyers demonstrate more and more that they consider service quality and responsiveness as buying criteria.
Lowering Technology Barriers for Innovation
The extended Business Connect platform brings cutting, edge AI communication tools within everyone’s reach, not only enterprises with substantial technical resources. This handing out AI powers to various levels of the business chain is saving the small and medium, sized B2B companies the unfair competition that resulted from their inability to afford enterprise, grade communication and engagement capabilities.
Conclusion: Preparing for an AI-Driven Future of B2B Engagement
The announcement from TELUS and RingCentral is certainly a pivotal moment in the widening adoption of automation, intelligence, and real, time insight in business communications. For the B2B marketing and advertising industry, these changes open up a whole new set of tools for customer understanding, campaign optimization, and scalable engagement aligning the industry with higher growth, firmer customer relationships, and more efficient marketing resource utilization.
In a market environment where agility and data, driven decision, making are major factors, platforms powered by AI like the improved Business Connect might change the very nature of interaction between businesses and buyers and also upgrade the importance of integrated intelligence in strategic marketing and operations.
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