BRITISH COLUMBIA — There are about 28,000 young workers in the construction industry in B.C., and workplace safety officials are getting more and more concerned about where newcomers are looking for answers about hazards and procedures.
Research from WorkSafeBC (WSBC) shows that many young workers are turning to their smartphones for advice on workplace safety, using AI tools and chatbots.
The group is now asking them to do something different: check with their boss first.
Its “Before You Ask a Bot, Ask Your Boss” campaign, launched in June, targets new and young workers, especially those under 25.
Social media, streaming and gaming platforms, creator content and digital advertising are being used to promote the campaign. A dedicated website also offers practical, plain language guidance for workers on how to start conversations about safety with their supervisors.
Young workers are at serious risk
The campaign is playing out against a backdrop of serious workplace safety concerns.
“WorkSafeBC says nearly 7,000 young workers get hurt every year in the province across all industries,” she said. Eighteen young workers have died in workplace accidents between 2021 and 2025.
Construction workers are particularly susceptible to a broad range of risks, particularly as they are still gaining experience to identify hazardous situations.
“Young workers need time and experience to learn how to safely use equipment such as saws, grinders, drills and nail guns,” says Shane O’Neill, field operations manager at Naikoon Contracting Ltd.
Another important aspect is the correct use of personal protective equipment (PPE), which includes protecting the eyes from flying particles.
Workers can also be exposed to struck-by hazards where they are struck by falling, flying, swinging or rolling objects. Younger workers may not have as developed situational awareness, increasing the risk of accidents, O’Neill says.
Another major concern is work at height, including hazards associated with ladders, scaffolding, roofs, floor openings and leading edges.
“Younger workers tend to have less experience in knowing when a seemingly routine situation has become unsafe,” O’Neill said.
Encouraging workers to speak out
Ultimately, the campaign is about changing behavior, says WorkSafeBC.
Many young workers are reluctant to raise concerns if they face potentially unsafe working conditions, research shows.
One reason might be a lack of confidence. Workers may be concerned about how their opinions will be viewed by their co-workers or managers or afraid that speaking up will jeopardize their job security.
Todd McDonald, WorkSafeBC’s head of prevention services, said the goal is to create a culture where workers feel comfortable asking questions.
“Young workers often see when something is wrong but that doesn’t always mean they are comfortable speaking up,” he said.
“Workplaces where questions are welcomed and safety concerns are taken seriously can provide stronger protection for young employees and help prevent injuries,” he added.
Artificial intelligence is unable to replace workplace responsibility
WorkSafeBC also notes that employers are responsible for the health and safety of their employees, even when AI tools are used to help develop safety plans or procedures.
Any tools, systems or resources used for workplace health and safety must be properly assessed and validated by qualified professionals, says Sandeep Mangat, WorkSafeBC manager of prevention field services.
If a safety plan generated by AI contains false information and is linked to an injury or illness, the employer’s legal obligations do not change.
Artificial intelligence cannot therefore be a substitute for competent workplace supervision or for delegating responsibility for safety management.
Supervisors’ legal responsibilities
The campaign also aligns with current legal responsibilities, says the BC Construction Safety Alliance.
Supervisors on British Columbia construction sites are legally required to understand the safety requirements for the work they oversee, said Erin Linde, director of health and safety services for the organization.
These duties are taken from the Workers Compensation Act (WCA) and are not simply suggestions promoted by the campaign.
Workers should be encouraged to ask questions such as: What are the hazards of this job? What type of training will I get? What to do if I get injured? What should I do if I am asked to do an unsafe task?
Supervisors are required to provide answers, Linde said, because they have a legal responsibility to ensure a safe work environment.
But inspectors are not supposed to be experts in all construction disciplines.
For example, a demolition foreman must be aware of respiratory hazards, asbestos, hazardous-material procedures and structural-collapse risks. The lead hand for a finishing carpenter should be familiar with ergonomic hazards, fall protection for the work, and tool safety.
Supervisors are expected to stay within their areas of expertise and know when a question needs to be escalated to someone with more expertise or authority.
Building a better safety culture
WorkSafeBC’s campaign highlights a broader challenge facing construction companies as AI tools become more widely available.
Chatbots may be able to provide general information, but decisions about workplace safety often depend on the specific conditions of a given site, as well as the equipment, procedures, regulations and the experience of qualified professionals.
WorkSafeBC’s message to young construction workers is clear: regarding safety, if you have any doubts, speak to someone in charge of the work before you turn to a bot.
The campaign’s goal is to promote dialog between young employees and their managers and to stress the mutual responsibility of both parties for safety in the workplace, as well as the explicit legal duties associated with this responsibility.
