McDonald's has taken down a holiday advert made via AI following receiving considerable online backlash.
The brief ad was produced with the help of generative AI clips and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Following its publication, commenters lambasted the employment of AI in the commercial. A number of called it "disturbing" and "awkwardly stitched together".
"This moment is an important lesson as we investigate the appropriate use of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of things that might go awry during the festive season, using the theme "not the most wonderful time of the year".
The Trend of AI in Advertising
Campaigns that incorporate AI-created content have emerged as a growing phenomenon among major companies, particularly for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas ads.
- Technical Challenges: Since videos made using current AI video tools are prone to distort the more extended they are, most such clips tend to be about short in length.
- Broader Implications: The ad also sparked worries about automation in the production sector, with some commenters stating it might negatively impact work for camera crews.
Response from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
According to her, the development took "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "in the same way we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the McDonald's ad was largely criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly achieved a significant "positive feedback" from the public.
However, several companies have likewise received criticism for using the technique in marketing. Italian brand Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The incident highlights the evolving debate within the marketing and production industries about the balance between technological innovation and human craftsmanship.
