McDonald's has pulled a holiday advertisement produced using AI following receiving considerable online backlash.
The brief film was created via generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, audiences online criticized the implementation of AI in the advert. A number of labeled it "uncanny" and "awkwardly stitched together".
"This incident is an important lesson as we examine the effective use of Artificial Intelligence," said a statement 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 can go wrong over the Christmas break, using the theme "the worst time of the year".
A Growing Trend of AI Commercials
Adverts that feature AI tools have become a growing phenomenon among large corporations, particularly for the holiday period.
- Another beverage giant has similarly launched back-to-back AI-created Christmas ads.
- Technical Challenges: As segments made with generative AI are more likely to distort the longer they run, the majority of such clips tend to be about short in length.
- Broader Implications: The video also raised fears about job displacement in the creative industry, with some commenters pointing out it could affect opportunities for camera crews.
Response from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the development required "over a month and a half" and involved generating "thousands of takes" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the sentiment for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis garnered a significant "favorable response" from online commenters.
However, other businesses have also faced criticism for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The episode illustrates the evolving conversation within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
