McDonald's has taken down a Christmas advertisement produced using Artificial Intelligence after receiving considerable public disapproval.
The brief ad was produced using AI-generated video and was first published publicly for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, viewers on social media criticized the employment of AI in the commercial. Several labeled it "uncanny" and "poorly edited".
"This incident is an important lesson as we explore the proper application of AI," commented a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed various things that might go awry during the holidays, using the tagline "not the most wonderful time of the year".
The Trend of AI in Advertising
Adverts that include generative AI have emerged as a increasing phenomenon among large brands, particularly for the Christmas period.
- Another beverage giant has recently launched back-to-back AI-created holiday ads.
- Technical Challenges: Since segments made using current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also raised fears about automation in the production sector, with some observers pointing out it might affect work for actors.
Response from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the development took "over a month and a half" and involved creating "countless iterations" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI trick," she said. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was mostly panned, the response for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday spot from another major brand according to analysis received a 61% "positive feedback" from the public.
However, other businesses have likewise faced scrutiny for using the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "uncanny".
The incident illustrates the ongoing discussion within the advertising and creative sectors about the balance between AI efficiency and creative integrity.
