McDonald's has pulled a Christmas advertisement produced with Artificial Intelligence after receiving considerable criticism on social media.
The brief spot was developed with the help of AI-generated video and was originally uploaded online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, commenters denounced the employment of AI in the commercial. Many described it as "disturbing" and "poorly edited".
"This experience represents an key lesson as we examine the proper application of AI," commented a spokesperson from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that might go awry during the holidays, using the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Adverts that incorporate generative AI have emerged as a growing trend among large companies, especially for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-created holiday commercials.
- Technical Challenges: Because videos created with current AI video tools are more likely to degrade the longer they run, the majority of such clips tend to be about short in length.
- Industry Concerns: The video also raised fears about automation in the production industry, with some critics pointing out it could reduce work for production staff.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "seven weeks" and involved producing "countless iterations" which were then crafted afterward "in the same way we would on any traditional production".
"This wasn't just an AI trick," she commented. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly achieved a significant "favorable response" from the public.
However, other businesses have likewise faced scrutiny for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The episode illustrates the evolving debate within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
