McDonald's has pulled a holiday commercial created with Artificial Intelligence after facing considerable criticism on social media.
The brief spot was developed via AI-generated video and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Following its publication, audiences online denounced the employment of AI in the film. A number of described it as "creepy" and "awkwardly stitched together".
"This incident is an valuable learning as we explore the effective use of Artificial Intelligence," stated a representative from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong over the festive season, under the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Adverts that include AI-created content have become a increasing trend among large brands, notably for the holiday campaign season.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Technical Challenges: Because clips created using current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the creative industry, with some critics noting it could reduce work for production staff.
Defense from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the production process required "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis achieved a significant "favorable response" from the public.
However, other businesses have also encountered scrutiny for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The situation illustrates the ongoing discussion within the advertising and production sectors about the balance between technological innovation and audience reception.
