McDonald's has pulled a holiday advertisement created using AI following encountering widespread online backlash.
The brief spot was developed with the help of AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the film. A number of labeled it "disturbing" and "poorly edited".
"This incident is an important lesson as we investigate the appropriate application of Artificial Intelligence," said a spokesperson from the company.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that might go awry over the holidays, with the theme "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that feature AI-created content have emerged as a growing phenomenon among large corporations, particularly for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Technical Challenges: Since clips made using current AI video tools are prone to distort the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also provoked concerns about job displacement in the production industry, with some observers pointing out it could negatively impact opportunities for camera crews.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the project.
She stated, the production process required "seven weeks" and involved producing "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis received a 61% "positive sentiment rating" from the public.
However, various brands have likewise faced criticism for employing AI in marketing. Italian brand Valentino, for example, was lambasted for ads that critics described as "cheap" and "uncanny".
The situation illustrates the evolving debate within the advertising and creative sectors about the trade-off between new tools and human craftsmanship.
