McDonald's has removed a Christmas advert made via AI after encountering considerable online backlash.
The 45-second ad was created using AI-generated video and was first released online for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, commenters denounced the implementation of AI in the film. Several called it "uncanny" and "poorly edited".
"This incident represents an key lesson as we explore the appropriate application of generative technology," commented a spokesperson from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that often go badly over the Christmas break, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Commercials that feature AI-created content have become a rising trend among large corporations, particularly for the Christmas season.
- Another beverage giant has also launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Since segments made using current AI video tools are prone to distort 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 automation in the advertising industry, with some observers stating it might affect opportunities for actors.
Defense from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the development took "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the reception for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly achieved a 61% "favorable response" from the public.
However, various brands have also faced backlash for employing the technique in marketing. Italian brand Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The situation underscores the continuing debate within the advertising and production industries about the trade-off between new tools and human craftsmanship.