The global fast-food chain has pulled a Christmas advert created via AI after facing widespread online backlash.
The brief spot was developed using AI-generated video and was initially released publicly for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Soon after it aired, viewers on social media criticized the use of AI in the advert. A number of called it "uncanny" and "jarringly assembled".
"This incident represents an important lesson as we explore the effective application of Artificial Intelligence," commented a representative from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that often go badly during the Christmas break, with the theme "the worst time of the year".
A Growing Trend of AI Commercials
Commercials that incorporate generative AI have become a rising phenomenon among major companies, particularly for the Christmas campaign season.
- Coca-Cola has also launched consecutive AI-created holiday ads.
- Inherent Limitations: Since clips made with current AI video tools are susceptible to distort the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The ad also provoked worries about job displacement in the advertising industry, with some commenters pointing out it might affect work for camera crews.
Defense from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the production process took "over a month and a half" and involved producing "countless iterations" which were then crafted during the edit "in the same way we would on any standard production".
"This was not an experiment," she commented. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's ad was largely panned, the response for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday spot from another major brand according to analysis garnered a significant "favorable response" from viewers.
However, various brands have likewise faced scrutiny for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that some called "cheap" and "disturbing".
The incident underscores the continuing discussion within the advertising and production industries about the balance between AI efficiency and audience reception.
