McDonald's has removed a Christmas advertisement created using Artificial Intelligence after receiving considerable criticism on social media.
The short spot was created via AI-generated video and was initially published online for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Following its publication, commenters denounced the implementation of AI in the film. Several called it "uncanny" and "jarringly assembled".
"This experience represents an valuable lesson as we examine the effective use of Artificial Intelligence," stated a spokesperson from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that can go wrong over the holidays, with the slogan "the worst time of the year".
The Trend of AI Commercials
Campaigns that include AI tools have become a increasing trend among large brands, especially for the holiday campaign season.
- Another beverage giant has also launched consecutive AI-created Christmas ads.
- Inherent Limitations: As clips created using current AI video tools are prone to degrade the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the production industry, with some observers noting it might reduce work for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
According to her, the production process required "seven weeks" and involved generating "countless iterations" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis achieved a significant "positive feedback" from online commenters.
However, various brands have likewise faced backlash for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The episode highlights the continuing discussion within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
