McDonald's has taken down a holiday advert created via Artificial Intelligence after encountering widespread public disapproval.
The 45-second spot was created using generative AI clips and was originally published online for McDonald's Netherlands on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, viewers on social media denounced the employment of AI in the commercial. Several described it as "creepy" and "awkwardly stitched together".
"This moment is an key lesson as we examine the appropriate utilization of Artificial Intelligence," commented a statement from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that often go badly over the holidays, using the tagline "the worst time of the year".
The Movement of AI Commercials
Adverts that incorporate AI-created content have become a rising phenomenon among large brands, particularly for the Christmas period.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Technical Challenges: Because segments created with current AI video tools are prone to degrade the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also sparked concerns about automation in the production sector, with some commenters pointing out it could affect opportunities for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the production process required "over a month and a half" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have likewise encountered backlash for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The episode highlights the continuing debate within the marketing and production sectors about the balance between AI efficiency and audience reception.