McDonald's has taken down a holiday advert created using AI following encountering considerable criticism on social media.
The 45-second ad was created via generative AI clips and was first released online for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, commenters denounced the employment of AI in the commercial. Many labeled it "creepy" and "poorly edited".
"This moment is an important lesson as we explore the effective application of Artificial Intelligence," said a representative from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that often go badly during the festive season, under the tagline "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that incorporate AI-created content have become a increasing phenomenon among large companies, particularly for the Christmas period.
- Coca-Cola has recently launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Since clips produced with current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about job displacement in the advertising industry, with some critics stating it could negatively impact opportunities for actors.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the creation took "over a month and a half" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't an experiment," she said. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the sentiment for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis received a 61% "positive sentiment rating" from viewers.
However, various brands have also encountered criticism for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The incident highlights the evolving discussion within the advertising and production sectors about the balance between AI efficiency and audience reception.
