A recent advertisement by N.B. Liquor showcases a cozy winter setting where individuals arrive at a warmly lit porch, each carrying a bottle of wine, spirits, or beer. Despite the realistic appearance, the people and alcohol bottles in the ad are not real. The ad was created using artificial intelligence technology, leading to criticism and prompting a government minister to request its removal.
N.B. Liquor explained that the decision to utilize AI was aimed at cost management. The spokesperson emphasized that while AI played a role in the ad’s creation, it did not replace the creative direction or the team’s input. The minister responsible for N.B. Liquor, Luke Randall, intervened upon learning about the ad, expressing concerns raised by the public.
Randall described the use of AI as a national issue and advocated for a dialogue on its future application. Despite supporting local initiatives, Randall did not specify whether he instructed N.B. Liquor to refrain from using AI in future commercials.
The advertisement drew criticism from Pierre-Luc Arseneau, a filmmaker and graphic artist from New Brunswick, who highlighted the discernible AI elements in the ad. Arseneau expressed disappointment over losing opportunities to AI-generated content, impacting professionals in the industry.
University of New Brunswick film professor Robert Gray raised concerns about the ad’s lack of connection to New Brunswick artists and its generic appeal. Gray criticized the ad for lacking impact and storytelling, lamenting the missed opportunity to showcase local talent and cultural representation on screen.