McDonald's has taken down a Christmas commercial made with Artificial Intelligence following encountering considerable online backlash.
The short film was produced via AI-generated video and was initially released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, viewers on social media criticized the employment of AI in the advert. Several called it "uncanny" and "jarringly assembled".
"This experience represents an valuable lesson as we explore the proper use of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that can go wrong during the holidays, under the theme "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate AI tools have become a rising phenomenon among prominent corporations, especially for the Christmas season.
- Another beverage giant has recently launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Since clips produced with current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about job displacement in the production sector, with some critics pointing out it might negatively impact opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the development took "over a month and a half" and involved generating "thousands of takes" which were then crafted during the edit "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a 61% "favorable response" from the public.
However, several companies have also faced backlash for employing the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The situation illustrates the ongoing discussion within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
