McDonald's has pulled a holiday advertisement made via Artificial Intelligence following facing considerable online backlash.
The 45-second film was produced via AI video tools and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Shortly after its release, commenters lambasted the use of AI in the commercial. A number of labeled it "disturbing" and "jarringly assembled".
"This experience represents an valuable lesson as we investigate the effective application of AI," commented a statement from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that often go badly during the Christmas break, under the slogan "the most terrible time of the year".
A Growing Trend of AI Commercials
Campaigns that include AI-created content have emerged as a growing phenomenon among large brands, particularly for the holiday season.
- Another beverage giant has also released back-to-back AI-created Christmas commercials.
- Technical Challenges: Since segments made using current AI video tools are prone to distort the longer they run, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the creative sector, with some critics noting it might affect opportunities for actors.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the creation took "over a month and a half" and involved creating "countless iterations" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," she commented. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly received a significant "positive sentiment rating" from viewers.
However, other businesses have likewise faced scrutiny for using the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The incident illustrates the continuing conversation within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
