McDonald's has pulled a holiday commercial made using Artificial Intelligence following encountering widespread public disapproval.
The short ad was developed using AI video tools and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, viewers on social media criticized the employment of AI in the commercial. A number of labeled it "creepy" and "jarringly assembled".
"This experience is an key lesson as we examine the proper utilization of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that might go awry during the festive season, under the slogan "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Commercials that include AI-created content have become a increasing phenomenon among prominent brands, notably for the holiday campaign season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since segments made with current AI video tools are more likely to degrade the more extended they are, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also provoked worries about job displacement in the production industry, with some critics pointing out it might affect opportunities for production staff.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the creation took "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This was not an AI gimmick," she said. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis received a significant "positive sentiment rating" from the public.
However, other businesses have likewise received backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The situation illustrates the ongoing discussion within the advertising and production industries about the trade-off between AI efficiency and creative integrity.
