McDonald's has removed a Christmas advert made using AI following facing considerable online backlash.
The brief ad was developed via AI video tools and was originally released online for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, audiences online lambasted the use of AI in the film. Many described it as "uncanny" and "jarringly assembled".
"This incident represents an valuable learning as we examine the appropriate utilization of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that might go awry over the Christmas break, using the slogan "the worst time of the year".
The Trend of AI Commercials
Commercials that include generative AI have become a increasing trend among large companies, particularly for the holiday season.
- Coca-Cola has also released consecutive AI-created holiday commercials.
- Technical Challenges: As clips produced using current AI video tools are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also sparked concerns about job displacement in the advertising sector, with some observers noting it might affect work for actors.
Response from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "seven weeks" and involved producing "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This was not an experiment," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the sentiment for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from viewers.
However, various brands have likewise encountered scrutiny for using AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The incident underscores the evolving discussion within the advertising and creative industries about the balance between technological innovation and human craftsmanship.
