McDonald's has removed a Christmas advert made via AI following facing considerable public disapproval.
The brief spot was created with the help of AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, commenters criticized the implementation of AI in the commercial. Several described it as "disturbing" and "awkwardly stitched together".
"This incident serves as an important learning as we examine the appropriate application of generative technology," commented a statement from the company.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry over the festive season, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that include AI tools have emerged as a increasing phenomenon among prominent companies, particularly for the holiday period.
- Coca-Cola has also released consecutive AI-created holiday ads.
- Inherent Limitations: As videos created with generative AI are susceptible to become unstable the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about job displacement in the advertising industry, with some observers noting it might affect work for actors.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the development took "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "just as we would on any standard production".
"This wasn't just an experiment," she commented. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly garnered a significant "favorable response" from viewers.
However, several companies have likewise received criticism for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The episode underscores the ongoing debate within the marketing and production sectors about the balance between AI efficiency and audience reception.
