In July 2014, General Electric launched the 6th Ecomagination Innovation Challenge to continue stimulating researchers to develop new technologies able to improve productivity and environmental performance in the oil sands.
GE Canada President and Ceo Elyse Allan considers the Ecomagination Challenge a successful way to "tap into global brains from across industry to solve operating challenges", and "an effective way to speed up the development process by working with entrepreneurs and universities to test, scale and commercialize promising new technologies".
