The McKenna Institute at the University of New Brunswick, in collaboration with ContactNB and a network of provincial and federal partners, is launching a new initiative to accelerate artificial intelligence (AI) adoption and workforce readiness across New Brunswick's contact centre sector.
The AI Adoption in Contact Centres project equips organizations and employees with the skills, tools and applied learning experiences needed to integrate AI responsibly into daily operations. The goal of the project is to enhance efficiency, improve customer service, and create new opportunities for employees to grow and lead within a changing digital landscape.
(L to R): Lana Reid, Strategic Program Director, McKenna Institute, Kevin Schofield, Vice President, ContactNB, Hon. Luke Randall, Minister responsible for Opportunities New Brunswick, Government of New Brunswick, Cheryl Steadman, Executive Director, ContactNB, Kathryn Lockhart, Executive Director, McKenna Institute, Dr. Paul Mazerolle, President and Vice-Chancellor, University of New Brunswick
Funded through contributions from the Government of Canada, through the Atlantic Canada Opportunities Agency (ACOA), Opportunities New Brunswick (ONB), Mitacs, the McKenna Institute and ContactNB, the $232,800 project will run through 2026.
"This initiative ensures that New Brunswickers remain at the heart of a sector that continues to grow and innovate," said Hon. Frank McKenna, founder of the McKenna Institute. "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."
Through the project, the McKenna Institute and ContactNB will deliver AI training and upskilling programs to build capacity among contact centre leaders and employees. These programs are designed to complement human expertise by helping workers understand how AI can support decision-making, customer care and innovation.
"This collaboration marks an exciting milestone for New Brunswick's contact centre industry," says Cheryl Steadman, ContactNB's Executive Director. "By embracing AI adoption with our esteemed partners, this innovation will help improve and streamline the work our members' employees do, ultimately benefiting their customers and their businesses alike."
The McKenna Institute will coordinate the project in partnership with New Brunswick-based NorthBound Advisory, ensuring alignment with the Institute's mission to drive digital transformation and talent development throughout the province.
"This project helps New Brunswick's contact centre workers grow with AI, not be replaced by it. 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," said David Myles, Parliamentary Secretary to the Minister of Canadian Identity and Culture and Minister responsible for Official Languages and to the Secretary of State (Nature), and the Member of Parliament for Fredericton.
PS Myles spoke on behalf of the Honourable Sean Fraser, P.C., K.C., Member of Parliament for Central Nova, Minister of Justice and Attorney General of Canada and Minister responsible for the Atlantic Canada Opportunities Agency.
The project launched in September 2025 and will continue through September 2026, with aims of increasing AI awareness and adoption among ContactNB member organizations and enhancing digital literacy and leadership readiness to maintain a resilient workforce in New Brunswick's contact centre industry.
"This initiative demonstrates how collaboration and innovation can prepare New Brunswick businesses for the future," said Hon. Luke Randall, Minister responsible for Opportunities New Brunswick. "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 Government of Canada, through ACOA, has provided $101,425 matched by an equal contribution of $101,425 from the Province of New Brunswick through ONB. Additional support includes a combined $29,950 from Mitacs, the McKenna Institute, and ContactNB.
About the McKenna Institute
The McKenna Institute fuels economic growth and social progress by advancing the use of digital technologies in New Brunswick. The Institute collaborates to accelerate our talent pipeline, nurture ideas and enable all New Brunswick communities to thrive in a digital world.
About ContactNB
Since 1998, ContactNB has represented New Brunswick's contact centre industry a sector contributing over $1 billion annually to the provincial economy. They are dedicated to industry growth, employee development, and community awareness, working in partnership with businesses, government, and education.
