McDonald's has pulled a Christmas advert created using Artificial Intelligence following facing widespread public disapproval.
The 45-second film was created via AI video tools and was originally published publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, audiences online denounced the implementation of AI in the film. A number of described it as "creepy" and "poorly edited".
"This experience is an key learning as we examine the proper utilization of AI," stated a statement from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that often go badly during the Christmas break, using the tagline "not the most wonderful time of the year".
The Movement of AI Commercials
Campaigns that include AI-created content have become a rising trend among major companies, particularly for the holiday campaign season.
- Another beverage giant has also released consecutive AI-generated holiday ads.
- Inherent Limitations: As videos made using generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the production industry, with some commenters noting it might negatively impact work for actors.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the development required "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "The result was a film."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have also faced criticism for using AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The episode highlights the ongoing discussion within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
