McDonald's has taken down a Christmas advertisement produced using Artificial Intelligence following receiving widespread online backlash.
The brief ad was produced via AI-generated video and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Shortly after its release, audiences online denounced the employment of AI in the advert. Several described it as "disturbing" and "awkwardly stitched together".
"This moment serves as an important lesson as we explore the proper use of Artificial Intelligence," commented a statement from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that might go awry during the holidays, with the tagline "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Adverts that include AI-created content have emerged as a growing trend among large corporations, especially for the Christmas campaign season.
- Coca-Cola has recently launched back-to-back AI-created Christmas commercials.
- Technical Challenges: As segments created with generative AI are more likely to become unstable the longer they run, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also raised worries about automation in the production industry, with some critics stating it might affect opportunities for actors.
Defense from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation took "over a month and a half" and involved generating "thousands of takes" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't an AI trick," she commented. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the response for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly achieved a significant "favorable response" from viewers.
However, various brands have also faced criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The episode illustrates the evolving debate within the advertising and production sectors about the trade-off between AI efficiency and audience reception.
