McDonald's has taken down a Christmas advertisement created using Artificial Intelligence following facing significant public disapproval.
The brief film was developed using AI video tools and was first uploaded publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Shortly after its release, audiences online criticized the implementation of AI in the advert. Several labeled it "uncanny" and "awkwardly stitched together".
"This experience is an important lesson as we examine the proper use of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that often go badly during the festive season, using the theme "the most terrible time of the year".
The Trend of AI Commercials
Adverts that incorporate AI tools have become a growing phenomenon among prominent companies, especially for the holiday period.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Inherent Limitations: Because clips made with current AI video tools are more likely to degrade the longer they run, most such clips tend to be roughly short in length.
- Broader Implications: The video also sparked worries about job displacement in the production industry, with some observers stating it could negatively impact work for production staff.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the creation required "over a month and a half" and involved producing "countless iterations" which were then crafted during the edit "in the same way we would on any traditional production".
"This was not an AI gimmick," she said. "The result was a film."
Mixed Audience Sentiment
While the McDonald's commercial was largely panned, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis achieved a 61% "favorable response" from viewers.
However, other businesses have also faced criticism for employing AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The situation illustrates the continuing debate within the marketing and production sectors about the balance between new tools and audience reception.
