McDonald's has removed a holiday commercial produced using AI after facing considerable public disapproval.
The 45-second ad was developed via generative AI clips and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, commenters criticized the implementation of AI in the commercial. A number of called it "creepy" and "poorly edited".
"This incident represents an important lesson as we explore the proper utilization of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that might go awry during the festive season, under the theme "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI-created content have become a increasing phenomenon among major corporations, notably for the Christmas season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because segments created with current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also raised worries about job displacement in the advertising industry, with some observers pointing out it could negatively impact opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
She stated, the production process took "seven weeks" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This was not an experiment," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely criticized, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis garnered a significant "favorable response" from the public.
However, various brands have also encountered scrutiny for employing the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The situation highlights the ongoing conversation within the marketing and production sectors about the balance between technological innovation and audience reception.
