McDonald's has removed a holiday commercial made via Artificial Intelligence following receiving considerable online backlash.
The short ad was produced using AI video tools and was first released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Following its publication, commenters denounced the use of AI in the advert. Many labeled it "disturbing" and "jarringly assembled".
"This incident serves as an important lesson as we explore the appropriate application of generative technology," stated a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various things that often go badly during the holidays, with the theme "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that feature AI tools have become a growing phenomenon among major brands, especially for the holiday season.
- Coca-Cola has also launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: As clips produced using current AI video tools are more likely to become unstable the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The ad also sparked concerns about automation in the production industry, with some critics stating it might negatively impact work for actors.
Defense from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the development required "seven weeks" and involved creating "thousands of takes" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was largely panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis received a 61% "positive feedback" from the public.
However, several companies have also encountered criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The situation underscores the ongoing debate within the marketing and production industries about the balance between technological innovation and human craftsmanship.
