McDonald's has taken down a holiday advert created using Artificial Intelligence following encountering considerable criticism on social media.
The brief spot was produced via AI-generated video and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, viewers on social media denounced the implementation of AI in the advert. Many described it as "uncanny" and "awkwardly stitched together".
"This moment represents an important learning as we investigate the effective utilization of Artificial Intelligence," said a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that might go awry over the holidays, using the tagline "the most terrible time of the year".
A Growing Trend of AI in Advertising
Adverts that include AI-created content have become a rising trend among major brands, especially for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-generated holiday commercials.
- Inherent Limitations: As videos created with current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the advertising sector, with some commenters stating it could affect work for production staff.
Defense from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the production process took "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "in the same way we would on any high-craft production".
"This was not an AI trick," she commented. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly achieved a 61% "favorable response" from the public.
However, other businesses have likewise received backlash for employing AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The incident underscores the ongoing debate within the advertising and creative sectors about the balance between new tools and audience reception.
