McDonald's has taken down a holiday advert made via Artificial Intelligence after facing significant public disapproval.
The brief ad was created with the help of AI-generated video and was originally published online for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Soon after it aired, commenters lambasted the use of AI in the advert. Many called it "creepy" and "poorly edited".
"This moment is an valuable learning as we examine the proper utilization of AI," stated a representative from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that often go badly over the Christmas break, with the tagline "the most terrible time of the year".
A Growing Trend of AI in Advertising
Adverts that include AI tools have become a rising phenomenon among prominent brands, particularly for the Christmas season.
- Coca-Cola has recently released back-to-back AI-created holiday ads.
- Technical Challenges: As segments created using generative AI are more likely to distort the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked worries about automation in the advertising industry, with some commenters pointing out it could negatively impact work for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the production process required "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't just an AI trick," she commented. "It was a film."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the response for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis received a 61% "positive feedback" from online commenters.
However, other businesses have likewise received scrutiny for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "uncanny".
The situation illustrates the continuing discussion within the marketing and production industries about the trade-off between technological innovation and human craftsmanship.
