McDonald's has pulled a holiday advert produced via Artificial Intelligence after receiving considerable public disapproval.
The brief ad was produced with the help of AI-generated video and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Shortly after its release, audiences online denounced the employment of AI in the advert. Several called it "disturbing" and "awkwardly stitched together".
"This experience is an valuable lesson as we explore the effective application of generative technology," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that can go wrong during the holidays, under the tagline "not the most wonderful time of the year".
The Trend of AI in Advertising
Commercials that include AI-created content have become a increasing trend among major companies, particularly for the Christmas campaign season.
- Coca-Cola has also released back-to-back AI-created Christmas ads.
- Inherent Limitations: Since videos produced with generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised worries about automation in the creative industry, with some commenters pointing out it might reduce opportunities for actors.
Defense from the Production Company
After the video's removal, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the creation required "seven weeks" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a significant "positive feedback" from viewers.
However, various brands have also received backlash for using AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The episode illustrates the continuing conversation within the marketing and creative sectors about the trade-off between technological innovation and human craftsmanship.
