McDonald's has taken down a holiday commercial created with Artificial Intelligence following encountering considerable criticism on social media.
The 45-second ad was created via AI video tools and was initially published online for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, viewers on social media denounced the employment of AI in the commercial. A number of labeled it "disturbing" and "awkwardly stitched together".
"This experience represents an valuable learning as we explore the appropriate application of AI," said a spokesperson from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that can go wrong during the holidays, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that include AI tools have become a growing phenomenon among major corporations, notably for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since segments created with generative AI are prone to distort the more extended they are, most AI video outputs tend to be roughly short in length.
- Broader Implications: The video also provoked fears about automation in the advertising sector, with some commenters stating it could negatively impact work for production staff.
Response from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
She stated, the creation took "over a month and a half" and involved creating "thousands of takes" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the reception for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis achieved a 61% "positive feedback" from viewers.
However, other businesses have likewise received criticism for employing the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The episode underscores the ongoing debate within the marketing and production industries about the balance between technological innovation and creative integrity.
