McDonald's has removed a Christmas advertisement created using Artificial Intelligence following encountering widespread public disapproval.
The 45-second film was developed via AI-generated video and was originally published publicly for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, viewers on social media lambasted the use of AI in the commercial. A number of labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an key learning as we explore the appropriate utilization of generative technology," commented a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly over the festive season, using the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Adverts that incorporate AI-created content have become a growing trend among major companies, especially for the holiday period.
- Coca-Cola has recently launched back-to-back AI-created holiday ads.
- Inherent Limitations: As clips created with generative AI are susceptible to become unstable the longer they run, most such clips tend to be only a few seconds in length.
- Industry Concerns: The ad also raised concerns about job displacement in the creative industry, with some observers noting it might reduce opportunities for actors.
Response from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
Bridge claimed, the development took "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "It was a film."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the response for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis achieved a significant "favorable response" from the public.
However, various brands have also faced criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The incident highlights the continuing discussion within the marketing and production industries about the trade-off between technological innovation and creative integrity.
