McDonald's has pulled a Christmas commercial produced with Artificial Intelligence following receiving considerable public disapproval.
The brief spot was produced via AI-generated video and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online denounced the implementation of AI in the film. Several called it "creepy" and "poorly edited".
"This experience represents an key learning as we examine the proper utilization of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various things that can go wrong during the holidays, using the theme "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Adverts that include generative AI have become a increasing phenomenon among large companies, especially for the holiday campaign season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Since videos made using generative AI are prone to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also raised concerns about the replacement of human roles in the advertising sector, with some observers pointing out it could reduce opportunities for production staff.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the project.
She stated, the development took "over a month and a half" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't just an experiment," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was largely panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand according to analysis garnered a significant "positive sentiment rating" from online commenters.
However, other businesses have also faced backlash for using the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The episode highlights the ongoing conversation within the marketing and production industries about the balance between technological innovation and audience reception.
