McDonald's has pulled a holiday commercial made with Artificial Intelligence after receiving considerable criticism on social media.
The brief spot was created with the help of AI video tools and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, viewers on social media lambasted the employment of AI in the advert. Several described it as "disturbing" and "poorly edited".
"This incident represents an important lesson as we explore the proper utilization of generative technology," said a representative from McDonald's Netherlands.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed a series of things that might go awry over the Christmas break, using the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include AI tools have become a increasing trend among large companies, especially for the Christmas season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday ads.
- Technical Challenges: Since segments produced using current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the creative sector, with some commenters pointing out it might affect opportunities for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development required "over a month and a half" and involved producing "thousands of takes" which were then edited afterward "in the same way we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly garnered a significant "favorable response" from online commenters.
However, other businesses have likewise encountered backlash for employing the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The episode underscores the evolving discussion within the marketing and production sectors about the trade-off between AI efficiency and human craftsmanship.
