McDonald's has removed a holiday advert created with AI after encountering considerable criticism on social media.
The 45-second film was created using generative AI clips and was first released online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, viewers on social media denounced the use of AI in the film. Many described it as "creepy" and "jarringly assembled".
"This moment represents an valuable learning as we investigate the proper application of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that often go badly during the holidays, using the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that feature AI tools have become a growing phenomenon among prominent companies, particularly for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Since segments made using current AI video tools are prone to distort the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the production sector, with some critics stating it might affect work for camera crews.
Response from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "over a month and a half" and involved generating "thousands of takes" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI gimmick," she commented. "The result was a finished piece."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the response for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from viewers.
However, several companies have likewise received scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The situation underscores the evolving conversation within the marketing and production industries about the balance between AI efficiency and audience reception.
