McDonald's has taken down a Christmas advert created via Artificial Intelligence following encountering widespread public disapproval.
The short spot was produced via AI-generated video and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the commercial. Many labeled it "uncanny" and "jarringly assembled".
"This moment represents an valuable learning as we investigate the appropriate utilization of generative technology," commented a statement from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that might go awry during the festive season, using the tagline "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Campaigns that feature AI tools have become a growing phenomenon among large corporations, particularly for the Christmas campaign season.
- Coca-Cola has recently released back-to-back AI-created Christmas ads.
- Inherent Limitations: Because clips made with generative AI are susceptible to degrade the longer they run, most such clips tend to be roughly short in length.
- Broader Implications: The ad also raised concerns about automation in the production industry, with some observers stating it might affect work for actors.
Defense from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
She stated, the creation required "seven weeks" and involved producing "numerous versions" which were then crafted in post-production "just as we would on any traditional production".
"This wasn't just an experiment," she said. "It was a film."
Divisive Public Reception
While the McDonald's commercial was mostly panned, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis received a significant "positive sentiment rating" from viewers.
However, several companies have likewise received scrutiny for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "uncanny".
The incident highlights the continuing debate within the marketing and creative sectors about the balance between AI efficiency and audience reception.
