McDonald's has pulled a holiday commercial made with AI after receiving widespread criticism on social media.
The short ad was developed via AI video tools and was originally published publicly for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, viewers on social media criticized the use of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This experience serves as an valuable learning as we explore the effective application of Artificial Intelligence," stated a statement from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that might go awry during the festive season, with the theme "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that feature generative AI have emerged as a increasing phenomenon among major brands, notably for the Christmas campaign season.
- Coca-Cola has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: Because segments produced with current AI video tools are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also sparked concerns about job displacement in the production industry, with some critics pointing out it might negatively impact work for camera crews.
Response from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "seven weeks" and involved generating "countless iterations" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't just an AI gimmick," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the reception for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly received a 61% "positive sentiment rating" from online commenters.
However, various brands have likewise encountered criticism for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics called "cheap" and "uncanny".
The situation illustrates the continuing debate within the marketing and production sectors about the trade-off between technological innovation and human craftsmanship.
