McDonald's has removed a holiday advert produced with Artificial Intelligence following encountering widespread public disapproval.
The brief spot was produced using AI video tools and was first published publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Following its publication, viewers on social media denounced the implementation of AI in the commercial. A number of labeled it "creepy" and "awkwardly stitched together".
"This incident serves as an key learning as we examine the proper use of AI," stated a spokesperson from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that can go wrong during the holidays, with the theme "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate generative AI have become a rising phenomenon among prominent corporations, particularly for the Christmas campaign season.
- Another beverage giant has similarly launched consecutive AI-created Christmas commercials.
- Technical Challenges: As clips made using generative AI are prone to distort the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about job displacement in the advertising industry, with some commenters stating it could negatively impact opportunities for actors.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "over a month and a half" and involved producing "countless iterations" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't an experiment," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the McDonald's commercial was mostly panned, the reception for other AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from viewers.
However, various brands have also faced scrutiny for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some called "cheap" and "uncanny".
The episode underscores the ongoing debate within the marketing and production industries about the trade-off between new tools and audience reception.
