McDonald's has pulled a Christmas advertisement created with AI after receiving significant criticism on social media.
The 45-second spot was developed with the help of AI-generated video and was originally released online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, audiences online lambasted the implementation of AI in the advert. Many called it "disturbing" and "awkwardly stitched together".
"This moment serves as an key learning as we examine the proper utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that might go awry over the holidays, using the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Adverts that incorporate AI-created content have become a rising trend among major brands, particularly for the Christmas period.
- Another beverage giant has recently launched consecutive AI-generated holiday ads.
- Technical Challenges: As clips produced using generative AI are susceptible to degrade the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about job displacement in the production industry, with some observers stating it might negatively impact opportunities for actors.
Defense from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation took "over a month and a half" and involved generating "numerous versions" which were then crafted afterward "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a film."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the sentiment for some AI-assisted campaigns has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, other businesses have likewise received scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The incident underscores the continuing conversation within the marketing and production industries about the trade-off between AI efficiency and creative integrity.
