McDonald's has taken down a holiday advertisement made via AI following facing considerable public disapproval.
The 45-second spot was created using AI video tools and was initially uploaded online for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, viewers on social media lambasted the implementation of AI in the film. Several labeled it "uncanny" and "awkwardly stitched together".
"This incident is an important learning as we explore the proper use of Artificial Intelligence," commented a representative from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that can go wrong over the holidays, under the tagline "the most terrible time of the year".
The Movement of AI-Generated Ads
Campaigns that include generative AI have become a increasing phenomenon among prominent corporations, especially for the holiday season.
- Another beverage giant has recently released consecutive AI-created holiday ads.
- Technical Challenges: Since videos produced using current AI video tools are prone to degrade the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the production sector, with some critics stating it might negatively impact opportunities for camera crews.
Defense from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the development required "seven weeks" and involved producing "thousands of takes" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was largely panned, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from the public.
However, various brands have also encountered scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The incident underscores the continuing conversation within the marketing and creative industries about the balance between technological innovation and creative integrity.
