McDonald's has pulled a holiday advert created with Artificial Intelligence following encountering widespread criticism on social media.
The short ad was produced using AI-generated video and was originally published online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online lambasted the use of AI in the advert. Many called it "creepy" and "poorly edited".
"This experience serves as an important lesson as we examine the effective use of Artificial Intelligence," stated a statement from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that can go wrong over the festive season, with the slogan "the most terrible time of the year".
The Phenomenon of AI Commercials
Campaigns that incorporate generative AI have emerged as a rising phenomenon among major brands, especially for the Christmas period.
- Another beverage giant has recently released consecutive AI-created Christmas commercials.
- Technical Challenges: Since clips created using current AI video tools are prone to distort the more extended they are, most such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked concerns about automation in the creative industry, with some commenters noting it might reduce work for production staff.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
She stated, the development took "seven weeks" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't just an AI trick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was largely criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, several companies have also faced criticism for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The situation illustrates the continuing debate within the marketing and production industries about the balance between technological innovation and human craftsmanship.
