McDonald's has taken down a holiday advert made using Artificial Intelligence following encountering significant online backlash.
The 45-second spot was developed with the help of AI-generated video and was originally published online for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Following its publication, audiences online criticized the employment of AI in the advert. Several described it as "disturbing" and "awkwardly stitched together".
"This moment is an key lesson as we investigate the appropriate application of generative technology," stated a statement from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that can go wrong during the holidays, with the theme "the most terrible time of the year".
A Growing Trend of AI Commercials
Campaigns that include AI tools have become a rising trend among large corporations, especially for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Because clips produced using generative AI are more likely to distort the more extended they are, most such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also raised fears about automation in the production industry, with some commenters stating it could negatively impact opportunities for production staff.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
She stated, the production process took "seven weeks" and involved producing "numerous versions" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she said. "The result was a film."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the response for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis achieved a 61% "positive feedback" from online commenters.
However, various brands have likewise received criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "lazy" and "disturbing".
The situation underscores the ongoing discussion within the advertising and production sectors about the balance between technological innovation and creative integrity.
