McDonald's has pulled a Christmas advert produced using AI following facing considerable criticism on social media.
The 45-second ad was produced with the help of AI-generated video and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the implementation of AI in the film. A number of called it "uncanny" and "awkwardly stitched together".
"This moment is an key lesson as we investigate the effective use of AI," commented a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various things that might go awry over the festive season, with the tagline "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that feature generative AI have become a increasing trend among large brands, particularly for the holiday period.
- Coca-Cola has recently launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Because videos created with current AI video tools are prone to distort the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the advertising industry, with some commenters pointing out it could affect opportunities for actors.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the production process took "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, various brands have likewise received backlash for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The incident underscores the evolving conversation within the marketing and creative industries about the balance between technological innovation and human craftsmanship.
