McDonald's has taken down a holiday advertisement produced using Artificial Intelligence after receiving significant online backlash.
The short film was produced with the help of generative AI clips and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, viewers on social media denounced the employment of AI in the film. A number of labeled it "disturbing" and "awkwardly stitched together".
"This experience serves as an key lesson as we investigate the appropriate application of AI," stated a statement from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that can go wrong over the Christmas break, using the slogan "the most terrible time of the year".
A Growing Trend of AI Commercials
Campaigns that feature AI-created content have emerged as a increasing trend among major corporations, particularly for the holiday season.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Technical Challenges: As clips created with current AI video tools are susceptible to degrade the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about automation in the advertising sector, with some critics noting it could affect opportunities for actors.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
According to her, the creation required "over a month and a half" and involved creating "thousands of takes" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a significant "positive feedback" from viewers.
However, various brands have likewise received scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The incident highlights the ongoing conversation within the advertising and production industries about the trade-off between technological innovation and creative integrity.
