McDonald's has taken down a Christmas advertisement made with AI after encountering widespread public disapproval.
The 45-second spot was created with the help of AI-generated video and was first published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, viewers on social media criticized the employment of AI in the advert. A number of labeled it "disturbing" and "jarringly assembled".
"This moment serves as an important learning as we examine the proper use of Artificial Intelligence," stated a spokesperson from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that often go badly over the holidays, under the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Adverts that incorporate generative AI have emerged as a increasing phenomenon among major companies, especially for the holiday period.
- Another beverage giant has also launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As segments produced with generative AI are more likely to degrade the more extended they are, most such clips tend to be roughly short in length.
- Broader Implications: The ad also raised worries about automation in the creative industry, with some critics stating it might affect work for actors.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
She stated, the creation took "seven weeks" and involved generating "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This was not an AI trick," she said. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was predominantly panned, the reception for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly garnered a 61% "positive sentiment rating" from the public.
However, other businesses have likewise received criticism for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The episode illustrates the evolving debate within the advertising and production sectors about the balance between AI efficiency and audience reception.
