McDonald's has taken down a holiday advertisement made using Artificial Intelligence after facing considerable online backlash.
The short spot was developed using AI-generated video and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the film. Many called it "disturbing" and "awkwardly stitched together".
"This experience serves as an important learning as we investigate the appropriate utilization of Artificial Intelligence," stated a statement from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of situations that can go wrong during the holidays, using the slogan "the worst time of the year".
The Trend of AI in Advertising
Adverts that include generative AI have become a rising phenomenon among prominent corporations, notably for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-created holiday ads.
- Technical Challenges: As videos created with current AI video tools are susceptible to degrade the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also provoked concerns about automation in the production sector, with some commenters noting it might negatively impact opportunities for camera crews.
Response from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development took "over a month and a half" and involved producing "thousands of takes" which were then shaped in post-production "just as we would on any high-craft production".
"This was not an experiment," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the reception for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis achieved a 61% "favorable response" from online commenters.
However, other businesses have likewise received criticism for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The incident illustrates the ongoing discussion within the marketing and creative industries about the balance between new tools and audience reception.
