McDonald's has pulled a Christmas advert created via Artificial Intelligence following encountering considerable criticism on social media.
The brief spot was produced using AI-generated video and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Soon after it aired, viewers on social media denounced the employment of AI in the commercial. A number of labeled it "uncanny" and "jarringly assembled".
"This moment is an valuable learning as we investigate the appropriate utilization of AI," stated a representative from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed various things that might go awry during the holidays, with the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI-created content have emerged as a rising phenomenon among large companies, particularly for the Christmas season.
- Coca-Cola has recently released consecutive AI-created holiday commercials.
- Inherent Limitations: Because segments created using current AI video tools are susceptible to distort the longer they run, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also raised fears about the replacement of human roles in the creative sector, with some commenters noting it could affect work for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
She stated, the production process required "over a month and a half" and involved generating "thousands of takes" which were then shaped during the edit "in the same way we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "favorable response" from the public.
However, various brands have also encountered scrutiny for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "lazy" and "disturbing".
The situation illustrates the evolving debate within the advertising and creative industries about the trade-off between new tools and audience reception.
