McDonald's has pulled a holiday commercial made via AI following encountering significant public disapproval.
The brief spot was created via AI video tools and was initially released publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the advert. Many labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an valuable learning as we examine the proper application of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that often go badly during the Christmas break, using the theme "the worst time of the year".
A Growing Movement of AI Commercials
Adverts that include generative AI have become a growing trend among large corporations, especially for the Christmas campaign season.
- Coca-Cola has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since segments made with current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked worries about the replacement of human roles in the production sector, with some commenters pointing out it might affect work for actors.
Response from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
According to her, the development took "seven weeks" and involved producing "numerous versions" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the response for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis achieved a significant "favorable response" from online commenters.
However, several companies have also faced backlash for employing AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some called "low-effort" and "uncanny".
The situation highlights the ongoing debate within the marketing and production industries about the trade-off between new tools and human craftsmanship.
