From Left: Lana Reid, Strategic Program Director, McKenna Institute; Kevin Schofield, Vice President, ContactNB; Hon. Luke Randall, Minister responsible for Opportunities New Brunswick; Cheryl Steadman, Executive Director, ContactNB; Kathryn Lockhart, Executive Director, McKenna Institute; Dr. Paul Mazerolle, President and Vice-Chancellor, University of New Brunswick
FREDERICTON (GNB) – The government, through Opportunities NB and the Department of Post-Secondary Education, Training and Labour, has invested $101,425 in a one-year project focused on accelerating artificial intelligence (AI) adoption and strengthening workforce readiness in New Brunswick’s contact centre sector.
The initiative is led by the McKenna Institute in collaboration with Contact NB and a network of partners.
“This initiative demonstrates how collaboration and innovation can prepare New Brunswick businesses for the future,” said Luke Randall, minister responsible for Opportunities NB. “By supporting projects that empower the adoption of emerging technologies like AI, we’re strengthening one of New Brunswick’s key industries and ensuring our province continues to lead in digital transformation and customer service excellence.”
The AI Adoption in Contact Centres project provides organizations and employees with skills, tools and hands-on learning experiences to integrate AI responsibly into daily operations. The goal is to improve efficiency, enhance customer service and create opportunities for employees to grow and lead in an evolving digital landscape.
The $232,800 project is also funded through contributions from the Atlantic Canada Opportunities Agency (ACOA), Mitacs and Contact NB. It began in September and will continue through September 2026.
The McKenna Institute and Contact NB will deliver training programs to help workers better understand how AI can support decision-making, customer care, and innovation.
“This initiative ensures that New Brunswickers remain at the heart of a sector that continues to grow and innovate,” said institute founder Frank McKenna. “The true promise of AI lies in helping people work smarter, not replacing them. When we introduce these tools thoughtfully, we strengthen our workforce, make businesses more efficient and create opportunities for our province to thrive in a changing economy.”
“This project helps New Brunswick’s contact centre workers grow with AI, not be replaced by it,” said Fredericton-Oromocto MP David Myles. “It makes businesses more efficient, supports local jobs, and helps people adapt to new technology so they’re not left behind as AI changes the way we work. The Government of Canada, through ACOA, is investing to make that happen.”
Myles commented for federal Justice Minister Sean Fraser, who is also minister responsible for the Atlantic Canada Opportunities Agency.
Media Contact:
Michel LeBlanc, communications, Opportunities NB, michel.leblanc@onbcanada.ca.
