The global fast-food chain has pulled a Christmas commercial produced with AI following facing considerable criticism on social media.
The short film was created with the help of AI video tools and was first released publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, audiences online criticized the employment of AI in the advert. Several labeled it "creepy" and "awkwardly stitched together".
"This experience serves as an important lesson as we investigate the effective application of Artificial Intelligence," stated a spokesperson 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 during the festive season, using the theme "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that incorporate AI tools have emerged as a rising phenomenon among prominent companies, especially for the holiday period.
- Coca-Cola has also released consecutive AI-created holiday commercials.
- Inherent Limitations: Because videos created using current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also sparked worries about automation in the advertising industry, with some critics pointing out it might affect opportunities for camera crews.
Response from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the development required "seven weeks" and involved creating "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly received a 61% "positive feedback" from online commenters.
However, various brands have likewise received scrutiny for using the technique in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The incident illustrates the continuing discussion within the advertising and production industries about the balance between AI efficiency and creative integrity.
