The global fast-food chain has pulled a Christmas advertisement created using Artificial Intelligence after facing considerable public disapproval.
The brief film was developed with the help of generative AI clips and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, viewers on social media denounced the implementation of AI in the film. Many called it "creepy" and "awkwardly stitched together".
"This experience is an key learning as we investigate the proper application of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that might go awry over the holidays, using the tagline "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Commercials that include AI-created content have emerged as a growing phenomenon among major brands, notably for the holiday period.
- Another beverage giant has recently launched back-to-back AI-created holiday ads.
- Technical Challenges: Because segments produced with current AI video tools are prone to degrade the more extended they are, most AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked worries about automation in the creative industry, with some commenters noting it might negatively impact work for actors.
Response from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development took "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an AI gimmick," she commented. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a 61% "positive feedback" from online commenters.
However, several companies have likewise encountered scrutiny for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The situation underscores the ongoing debate within the advertising and production industries about the trade-off between AI efficiency and audience reception.
