McDonald's has taken down a holiday advert made using AI following encountering widespread public disapproval.
The brief ad was created using AI-generated video and was first uploaded online for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the commercial. A number of labeled it "uncanny" and "jarringly assembled".
"This experience is an valuable learning as we explore the proper use of AI," said a representative from the company.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of things that might go awry over the festive season, using the slogan "the worst time of the year".
The Trend of AI Commercials
Adverts that incorporate AI-created content have emerged as a increasing trend among large corporations, notably for the holiday period.
- Another beverage giant has recently released consecutive AI-generated holiday commercials.
- Inherent Limitations: Since clips made with current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also raised fears about job displacement in the production industry, with some critics pointing out it could reduce work for camera crews.
Defense from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
According to her, the creation took "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "just as we would on any standard production".
"This wasn't an AI gimmick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday spot from another major brand according to analysis achieved a 61% "favorable response" from the public.
However, various brands have also received criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The episode highlights the evolving discussion within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
