McDonald's has taken down a holiday commercial produced via Artificial Intelligence following facing considerable criticism on social media.
The short ad was developed via AI video tools and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online lambasted the implementation of AI in the commercial. A number of labeled it "disturbing" and "awkwardly stitched together".
"This incident represents an valuable lesson as we investigate the appropriate use of AI," commented a statement from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that often go badly during the Christmas break, with the tagline "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Adverts that incorporate AI tools have emerged as a increasing trend among prominent brands, notably for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-created holiday ads.
- Technical Challenges: As segments produced with current AI video tools are susceptible to distort the longer they run, the majority of such clips tend to be about short in length.
- Broader Implications: The video also raised concerns about job displacement in the advertising sector, with some critics noting it could affect opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the development took "over a month and a half" and involved producing "thousands of takes" which were then shaped during the edit "in the same way we would on any standard production".
"This was not an AI trick," she said. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was largely panned, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis garnered a 61% "favorable response" from viewers.
However, other businesses have likewise received backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The situation underscores the ongoing debate within the advertising and production sectors about the trade-off between AI efficiency and human craftsmanship.
