McDonald's has taken down a holiday advertisement produced with Artificial Intelligence after receiving widespread public disapproval.
The brief spot was produced with the help of generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Shortly after its release, audiences online lambasted the implementation of AI in the commercial. Several called it "uncanny" and "awkwardly stitched together".
"This moment is an important lesson as we examine the appropriate utilization of Artificial Intelligence," commented a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that can go wrong during the festive season, using the slogan "the worst time of the year".
The Movement of AI in Advertising
Campaigns that feature AI-created content have emerged as a increasing trend among major companies, notably for the holiday season.
- Coca-Cola has recently released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because clips made with current AI video tools are prone to become unstable the longer they run, most such clips tend to be only short in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the creative industry, with some critics stating it could reduce opportunities for actors.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "seven weeks" and involved creating "thousands of takes" which were then edited during the edit "just as we would on any standard production".
"This was not an experiment," she commented. "It was a finished piece."
Mixed Public Reception
While the McDonald's ad was largely panned, the reception for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis received a 61% "favorable response" from the public.
However, various brands have likewise encountered scrutiny for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The situation illustrates the ongoing debate within the advertising and production sectors about the trade-off between technological innovation and audience reception.
