A Holiday Ad Gone Wrong: When AI Meets Local Backlash
In a move that has sparked both controversy and concern, the province of New Brunswick has ordered N.B. Liquor to pull its latest holiday advertisement after a wave of negative reactions. But here's where it gets controversial: the ad, which features a heartwarming winter scene of people holding bottles of wine, spirits, and beer, was entirely created using artificial intelligence. And this is the part most people miss—the decision to use AI wasn’t just about cutting costs; it’s part of a larger debate about the role of technology in creative industries and its impact on local talent.
The ad, designed to encourage holiday stocking, depicted a cozy front porch scene with smiling individuals. However, the catch? None of the people or the bottles they held were real. This revelation didn’t sit well with many, including local artists and filmmakers who felt the move was not only creatively insulting but also a missed opportunity to support New Brunswick’s creative community.
“It’s something to lose a contract to somebody creating better stuff than you, but it’s another thing entirely to lose it to generative AI,” said Pierre-Luc Arseneau, a freelance filmmaker and graphic artist from New Brunswick. Arseneau, who worked on a Christmas commercial for N.B. Liquor last year, pointed out the ad’s obvious AI flaws: gibberish writing on bottles, odd lighting, and unnatural movements. For professionals like Arseneau, winter is typically a slow season, making gigs like these crucial. The rise of AI in creative fields has already pushed some of his colleagues to explore other careers or leave the industry altogether.
But is AI really the enemy, or just a tool being misused?
Florence Gouton, a spokesperson for N.B. Liquor, defended the decision, stating that AI was used as an experimental technique, much like animation or other creative approaches. “Our concept, story, and standards still guided the process,” Gouton wrote. However, Luke Randall, the minister responsible for N.B. Liquor, acknowledged the public’s concerns, calling AI use an “ongoing national issue.” While he emphasized the government’s commitment to supporting local talent, he stopped short of banning AI in future commercials, leaving the door open for further debate.
University of New Brunswick film professor Robert Gray didn’t hold back, calling the ad “creatively insulting.” He criticized the lack of local representation, noting that the ad could have been made anywhere in the world and had no authentic connection to New Brunswick. “It’s a missed opportunity to showcase the talent we have right here,” Gray said. He also highlighted the rarity of seeing New Brunswickers represented on screen, making this oversight particularly disappointing.
So, what’s the bigger picture here?
As AI continues to infiltrate creative industries, questions about its ethical use and impact on local economies are more pressing than ever. Should companies prioritize cost-saving measures over supporting local talent? And at what point does the use of AI cross the line from innovation to exploitation? These are questions that don’t have easy answers, but they’re worth discussing. What do you think? Is N.B. Liquor’s use of AI a step too far, or a necessary evolution in advertising? Let us know in the comments—we’d love to hear your thoughts!
