McDonald's has pulled a holiday advert created with Artificial Intelligence after receiving significant public disapproval.
The brief film was developed with the help of AI video tools and was originally published online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Shortly after its release, audiences online denounced the implementation of AI in the advert. A number of called it "creepy" and "awkwardly stitched together".
"This moment represents an key lesson as we investigate the effective use of AI," commented a representative from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that often go badly over the holidays, under the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate AI tools have become a increasing trend among large companies, especially for the Christmas period.
- Another beverage giant has also launched back-to-back AI-created Christmas ads.
- Technical Challenges: Because videos created using current AI video tools are susceptible to distort the longer they run, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked worries about job displacement in the advertising sector, with some commenters stating it might reduce work for actors.
Defense from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the production process took "seven weeks" and involved creating "countless iterations" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she said. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly garnered a 61% "positive feedback" from viewers.
However, various brands have likewise encountered backlash for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "lazy" and "disturbing".
The episode highlights the continuing debate within the advertising and creative industries about the trade-off between technological innovation and creative integrity.