McDonald's has removed a holiday advert created using AI following facing considerable public disapproval.
The 45-second ad was created with the help of AI video tools and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the employment of AI in the commercial. Many called it "disturbing" and "awkwardly stitched together".
"This moment represents an valuable lesson as we investigate the effective use of AI," said a representative from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various things that can go wrong during the holidays, under the slogan "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that include AI-created content have become a growing phenomenon among large corporations, especially for the Christmas season.
- Coca-Cola has also launched consecutive AI-created Christmas commercials.
- Technical Challenges: As videos made with current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the production industry, with some observers stating it might affect opportunities for actors.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process took "over a month and a half" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely criticized, the response for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly received a 61% "positive sentiment rating" from viewers.
However, several companies have likewise encountered scrutiny for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".
The episode illustrates the ongoing debate within the marketing and creative industries about the trade-off between AI efficiency and creative integrity.
