McDonald's has pulled a Christmas advert produced using Artificial Intelligence after facing significant online backlash.
The short film was produced via AI video tools and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters criticized the implementation of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This experience serves as an important learning as we explore the proper application of AI," stated a representative from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that can go wrong over the holidays, using the theme "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Commercials that incorporate AI tools have become a growing phenomenon among prominent corporations, particularly for the Christmas season.
- Coca-Cola has also released consecutive AI-generated holiday ads.
- Inherent Limitations: As videos created using current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be roughly short in length.
- Broader Implications: The ad also raised concerns about automation in the production sector, with some critics noting it might negatively impact work for production staff.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the development took "over a month and a half" and involved producing "numerous versions" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the response for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise encountered backlash for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The incident highlights the evolving debate within the marketing and production sectors about the trade-off between new tools and human craftsmanship.
