McDonald's has removed a Christmas advert produced using Artificial Intelligence after encountering considerable online backlash.
The 45-second film was developed via AI-generated video and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, viewers on social media denounced the use of AI in the commercial. A number of described it as "creepy" and "poorly edited".
"This incident is an key learning as we explore the effective use of generative technology," said a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that often go badly over the festive season, under the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Commercials that incorporate AI-created content have become a increasing phenomenon among major companies, especially for the holiday campaign season.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As clips made using current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be about short in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the advertising sector, with some commenters pointing out it might negatively impact work for production staff.
Response from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the development took "seven weeks" and involved creating "numerous versions" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't an experiment," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the response for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise received scrutiny for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The situation underscores the ongoing discussion within the advertising and production sectors about the trade-off between AI efficiency and human craftsmanship.
