“NorthBound Advisory, based in Saint John, is proud to serve as the consulting partner for this initiative,” said Tony Sheehan, Partner at NorthBound Advisory. “Our team is working directly with participating contact centres to assess AI readiness, identify opportunities for automation and data-driven improvement, and develop responsible AI roadmaps and policies tailored to each organization. Our role is to help ContactNB members translate the potential of AI into practical, high-impact business outcomes that strengthen productivity, service quality, and workforce resilience across the province.”
The McKenna Institute at the University of New Brunswick, in collaboration with ContactNB and partners across all levels of government, has launched a new initiative aimed at accelerating AI adoption and workforce readiness within New Brunswick’s contact centre sector.
Funded by the Government of Canada (through ACOA) and the Province of New Brunswick (through ONB), this $232,800 project supports the responsible integration of AI into daily operations. The program will enhance efficiency, improve customer service, and create new opportunities for employees to grow and lead in an evolving digital economy.
Training and upskilling programs, coordinated by the McKenna Institute and NorthBound Advisory, will equip contact centre leaders and employees with the tools to understand and apply AI effectively - focusing on collaboration, innovation, and workforce empowerment.
“This initiative ensures that New Brunswickers remain at the heart of a sector that continues to grow and innovate,” said Hon. Frank McKenna. “The true promise of AI lies in helping people work smarter, not replacing them.”
Running through September 2026, the Accelerate AI initiative will help foster a digitally literate and resilient workforce ready to embrace the opportunities of emerging technology.
📖 Read the full announcement: McKenna Institute and ContactNB launch collaborative initiative to empower workers and advance AI adoption