McDonald's has removed a Christmas advert made with Artificial Intelligence after encountering widespread public disapproval.
The 45-second ad was created using AI-generated video and was first published publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, audiences online criticized the implementation of AI in the commercial. Several called it "creepy" and "awkwardly stitched together".
"This experience represents an key learning as we examine the proper use of generative technology," commented a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that often go badly during the holidays, under the tagline "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate AI tools have become a increasing trend among large corporations, particularly for the Christmas season.
- Coca-Cola has also released back-to-back AI-created Christmas commercials.
- Technical Challenges: Since segments made with current AI video tools are more likely to degrade the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked concerns about job displacement in the advertising sector, with some critics noting it might reduce work for production staff.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
According to her, the creation required "over a month and a half" and involved creating "countless iterations" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from viewers.
However, various brands have likewise encountered criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "lazy" and "disturbing".
The incident highlights the continuing debate within the marketing and production industries about the balance between new tools and human craftsmanship.
