McDonald's has pulled a Christmas advertisement made with AI following encountering significant criticism on social media.
The brief ad was developed using AI-generated video and was first published online for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, audiences online denounced the implementation of AI in the advert. Several called it "disturbing" and "awkwardly stitched together".
"This experience represents an key learning as we investigate the appropriate application of AI," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that might go awry over the Christmas break, under the tagline "the most terrible time of the year".
The Trend of AI-Generated Ads
Commercials that incorporate AI-created content have emerged as a rising phenomenon among prominent brands, especially for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Since videos produced using generative AI are prone to degrade the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about automation in the production industry, with some critics stating it might affect work for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, defended the project.
She stated, the creation required "seven weeks" and involved producing "numerous versions" which were then shaped afterward "just as we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for other AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis achieved a 61% "positive feedback" from viewers.
However, other businesses have also faced scrutiny for employing the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The incident highlights the ongoing conversation within the marketing and creative sectors about the balance between new tools and creative integrity.
