McDonald's has pulled a holiday commercial produced via Artificial Intelligence following facing significant public disapproval.
The 45-second spot was produced with the help of AI video tools and was initially published online for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Soon after it aired, commenters denounced the use of AI in the film. A number of labeled it "creepy" and "awkwardly stitched together".
"This incident represents an key lesson as we investigate the effective utilization of AI," stated a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that might go awry during the Christmas break, using the tagline "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a rising phenomenon among major companies, especially for the Christmas period.
- Another beverage giant has similarly launched consecutive AI-generated Christmas ads.
- Technical Challenges: Since videos produced using current AI video tools are prone to distort the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the creative industry, with some observers noting it might negatively impact opportunities for camera crews.
Defense from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
She stated, the development required "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she commented. "It was a proper commercial."
Divisive Public Reception
While the McDonald's ad was largely panned, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis received a 61% "favorable response" from the public.
However, other businesses have also encountered criticism for using the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The episode illustrates the evolving discussion within the marketing and production industries about the trade-off between technological innovation and human craftsmanship.
