A recent advertisement by N.B. Liquor showcases a cozy winter scene with individuals arriving at a warmly lit porch, each carrying bottles of wine, spirits, or beer. Despite the festive portrayal, the people and the alcohol bottles featured in the ad are not real; they were generated using artificial intelligence. Following criticism, a government minister instructed N.B. Liquor to remove the AI-generated ad.
N.B. Liquor justified the use of AI as a cost-saving measure, emphasizing that the technology did not replace their creative team’s input and direction. The minister responsible for N.B. Liquor, Luke Randall, intervened after public concerns were raised, expressing the government’s reluctance to interfere but acknowledging the community’s unease.
Randall labeled the use of AI in advertising as a national concern and called for a dialogue on its usage. While emphasizing support for local initiatives, he refrained from explicitly forbidding N.B. Liquor from employing AI in future commercials.
The AI-generated ad drew criticism from Pierre-Luc Arseneau, a filmmaker and graphic artist from New Brunswick, who found the quality subpar compared to traditional production methods. Arseneau highlighted discrepancies in the ad, such as nonsensical details on the bottles, unnatural lighting, and awkward movements by the virtual characters.
Arseneau expressed concern over the impact of AI on job opportunities in the creative industry, with some professionals already seeking alternative careers or leaving the field entirely due to technological advancements.
University of New Brunswick film professor Robert Gray echoed these sentiments, criticizing the ad for not engaging local artists and lacking a genuine connection to New Brunswick. Gray lamented the missed opportunity to showcase regional talent and create a more meaningful narrative that resonates with the community.