McDonald's has pulled a Christmas advert produced with Artificial Intelligence following facing widespread online backlash.
The 45-second spot was produced using AI video tools and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Following its publication, viewers on social media denounced the implementation of AI in the film. Several labeled it "disturbing" and "poorly edited".
"This incident represents an key lesson as we investigate the appropriate application of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry during the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Commercials that feature AI tools have emerged as a growing phenomenon among major companies, notably for the Christmas period.
- Another beverage giant has recently launched consecutive AI-created holiday ads.
- Inherent Limitations: As videos produced using current AI video tools are prone to distort the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about job displacement in the creative industry, with some critics noting it could negatively impact work for actors.
Response from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the production process required "seven weeks" and involved generating "countless iterations" which were then crafted during the edit "in the same way we would on any high-craft production".
"This was not an AI gimmick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly achieved a 61% "positive feedback" from the public.
However, several companies have also received criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The situation underscores the continuing debate within the marketing and production industries about the trade-off between technological innovation and audience reception.
