New Brunswick government pulls AI-generated ad amid backlash from arts community

A sign for a New Brunswick liquor store in the town of St. Andrews, N.B., on Tuesday, May 6, 2025. THE CANADIAN PRESS/Graham Hughes

FREDERICTON — The New Brunswick government has pulled an AI-generated advertising campaign for Crown-owned NB Liquor after receiving complaints from the province’s arts community and beyond.

The video campaign features images of people arriving at the doorstep of a home for what appears to be a holiday party, various types of alcohol in hand.

But viewers quickly determined the wintry scenes were fake, noting the oddly perfect lighting and the fact that parts of the labels on the booze bottles were gibberish.

The minister responsible for NB Liquor, Luke Randall, said Friday he asked for the ad to be shelved after hearing complaints from many people asking why New Brunswick actors weren’t hired to do the job.

“As soon as I saw that, I really wanted to respect those voices and I wanted to take a pause,” he said in an interview.

“It’s important … that we’re listening to those New Brunswick voices and ensuring that, where possible, we’re using New Brunswick actors.”

The minister said some of those criticizing the ad were quite creative in expressing their disapproval.

“I’ve seen all kinds of recreations of the ad,” he said in an interview. “And I would say there’s no lack of creativity in New Brunswick.”

Randall described the use of generative artificial intelligence is an “ongoing national issue,” adding that he wanted to continue talking to NB Liquor about the corporation’s use of the rapidly evolving technology.

“This technology is often moving far more quickly than what businesses can keep up with,” he said, adding that NB Liquor had followed the government’s procurement rules.

NB Liquor spokeswoman Florence Gouton issued a statement saying the corporation decided to use AI to keep expenses down for what she described as a small campaign that cost $38,000.

She said that money also paid for the voice talent, writing, animation, editing, custom graphic design and the creation of “supporting display assets.”

“AI didn’t replace our team or our creative direction; our concept, story and standards still guided the entire process,” Gouton said.

“It helped us experiment with a different technique, much like we do with animation or other creative approaches. This does not mean we won’t do a full production in the future, depending on the nature of the campaign.”

She said the controversial video is no longer being distributed to paid social media platforms or other advertising channels, but recordings of the ad are being shared on the internet.

-- By Michael MacDonald in Halifax

This report by The Canadian Press was first published Dec. 5, 2025.