McDonald's has pulled a Christmas commercial made with Artificial Intelligence after facing significant online backlash.
The 45-second film was developed using generative AI clips and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, audiences online lambasted the employment of AI in the commercial. Several described it as "creepy" and "awkwardly stitched together".
"This experience represents an valuable lesson as we investigate the effective utilization of generative technology," said a spokesperson from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry during the holidays, under the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Adverts that include generative AI have emerged as a increasing trend among large brands, particularly for the holiday season.
- Coca-Cola has also launched back-to-back AI-created Christmas ads.
- Inherent Limitations: As clips made with current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The video also provoked fears about automation in the production sector, with some observers stating it could negatively impact work for production staff.
Defense from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the development required "seven weeks" and involved producing "countless iterations" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't just an experiment," she commented. "The result was a film."
Mixed Public Reception
While the McDonald's ad was largely panned, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly received a significant "favorable response" from the public.
However, other businesses have likewise received backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The situation highlights the continuing discussion within the marketing and production sectors about the balance between new tools and human craftsmanship.
