McDonald's has taken down a holiday advert created with AI after facing widespread online backlash.
The brief film was developed via generative AI clips and was first published online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, viewers on social media criticized the employment of AI in the advert. A number of labeled it "uncanny" and "awkwardly stitched together".
"This incident is an valuable lesson as we investigate the appropriate use of AI," said a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that might go awry during the Christmas break, under the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Campaigns that include AI-created content have become a increasing phenomenon among major brands, especially for the Christmas period.
- Another beverage giant has recently launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since segments produced with current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also raised concerns about automation in the advertising industry, with some critics noting it might affect work for camera crews.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the development took "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any standard production".
"This wasn't just an AI trick," she said. "It was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the reception for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand according to analysis achieved a significant "positive feedback" from the public.
However, several companies have likewise received backlash for employing AI in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The situation underscores the continuing discussion within the marketing and production industries about the trade-off between technological innovation and audience reception.
