The New Brunswick government has committed $101,425 to a one-year project aimed at supporting artificial intelligence adoption and workforce development in the province’s contact centre industry.
The initiative is led by the McKenna Institute in partnership with Contact NB and other organizations. The total project cost is $232,800, with additional funding from the Atlantic Canada Opportunities Agency, Mitacs and Contact 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,” said Luke Randall, minister responsible for Opportunities NB.
Training to focus on AI integration and workforce skills
The AI Adoption in Contact Centres project provides training and tools to help organizations and employees integrate AI into daily operations. The program aims to improve efficiency and customer service while creating growth opportunities for workers.
The McKenna Institute and Contact NB will deliver training programs to help workers understand how AI can support decision-making, customer care and innovation.
“The true promise of AI lies in helping people work smarter, not replacing them,” said Frank McKenna, institute founder. “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.”
Project runs through September 2026
The project began in September 2025 and will continue through September 2026. Funding comes from Opportunities NB, the Department of Post-Secondary Education, Training and Labour, ACOA, Mitacs and Contact NB.
“This project helps New Brunswick’s contact centre workers grow with AI, not be replaced by it,” said David Myles, member of Parliament for Fredericton-Oromocto. “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.”
Myles spoke on behalf of Sean Fraser, federal justice minister and minister responsible for ACOA.
