McDonald's has taken down a holiday advert created with Artificial Intelligence following facing significant online backlash.
The short film was created with the help of AI video tools and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Following its publication, viewers on social media criticized the implementation of AI in the advert. Several called it "creepy" and "jarringly assembled".
"This experience serves as an important learning as we examine the proper application of Artificial Intelligence," stated a statement from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various things that might go awry over the holidays, using the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate generative AI have become a rising trend among prominent corporations, particularly for the holiday season.
- Coca-Cola has similarly launched back-to-back AI-created holiday commercials.
- Technical Challenges: As segments made using current AI video tools are susceptible to distort the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked worries about automation in the creative sector, with some critics noting it could reduce work 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 shaped in post-production "in the same way we would on any standard production".
"This was not an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the response for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis garnered a 61% "favorable response" from online commenters.
However, various brands have likewise faced criticism for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "uncanny".
The incident highlights the continuing conversation within the marketing and creative sectors about the trade-off between new tools and audience reception.
