A stream of people showing up to a brightly lit front porch, each holding up a bottle of wine, spirits, or beer.
This cozy winter scene depicted in a new advertisement for N.B. Liquor encourages customers to stock up for the holidays.But none of the smiling people, or the bottles of alcohol they are holding, are real.
The ad was made with artificial intelligence. Adn now N.B. Liquor is catching enough heat for the video campaign that a government minister directed them to take the ad down.
A spokesperson for N.B. Liquor said in an emailed statement that the use of AI came down to trying to manage costs.
The minister responsible for the Crown corporation asked them to pull the ad while they talk about the future use of generative artificial intelligence.
“AI didn’t replace our team or our creative direction – our concept, story and standards still guided the entire process,” Florence Gouton wrote.
“It helped us experiment with a different t
New brunswick Pauses AI-Generated Liquor Ad After Backlash from Local Filmmakers
New Brunswick‘s (N.B.) Liquor has paused an advertisement created using artificial intelligence (AI) following criticism from local filmmakers and artists who fear the technology will displace their work. The ad, which featured digitally generated imagery and actors, sparked concerns about the impact of AI on the province’s creative industry.
Minister responsible for N.B. liquor, Luke Randall, stated he asked the crown corporation to pause the ad once he became aware of the concerns. He described AI use as an “ongoing national issue” and indicated he has requested N.B. Liquor to discuss their use of the technology. https://www.cbc.ca/news/canada/new-brunswick/nb-liquor-ai-ad-pause-1.7057499
“It is always the intent of this government … to be supporting local,” Randall said, but stopped short of committing to a ban on AI-generated content in future commercials.
The ad drew sharp criticism from Pierre-Luc Arseneau, a New Brunswick-based freelance filmmaker and graphic artist who previously worked on a Christmas commercial for N.B. Liquor.Arseneau expressed dismay at losing potential work to AI. “It’s something to lose a contract to somebody that’s creating better stuff than you are. But it’s something else to lose a contract to generative AI,” he told CBC Radio’s Shift. https://www.cbc.ca/news/canada/new-brunswick/nb-liquor-ai-ad-pause-1.7057499
Arseneau pointed out several visual cues indicating the ad’s AI origins,including “gibberish writing” on bottles,a “funky” background,illogical lighting,and unnatural movements of the digitally created people. He noted the potential for widespread job losses within the industry, stating that colleagues are already seeking alternative employment or leaving the field altogether.
Robert Gray, a film professor at the University of New Brunswick, echoed these concerns, describing the ad as “creatively insulting.” He emphasized the importance of supporting New Brunswick artists, especially given the provincial government’s stated commitment to the arts. https://www.cbc.ca/news/canada/new-brunswick/nb-liquor-ai-ad-pause-1.7057499
Gray argued that the ad lacked a connection to New Brunswick and offered minimal creative impact.He also highlighted a missed possibility to showcase local talent and represent New Brunswickers on screen,a rarity in media depiction within the province. “I went from confusion to anger to kind of just feeling really sad that there are so many talented artists that they could [have] instantly hired and come up with something better,” Gray said.