McDonald's has pulled a Christmas advert made using Artificial Intelligence following receiving widespread public disapproval.
The short spot was developed via AI-generated video and was originally published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Shortly after its release, audiences online lambasted the employment of AI in the commercial. A number of described it as "creepy" and "jarringly assembled".
"This incident is an important learning as we investigate the proper use of generative technology," commented a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that can go wrong during the Christmas break, under the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that incorporate AI-created content have emerged as a increasing trend among prominent companies, especially for the Christmas period.
- Coca-Cola has similarly released consecutive AI-generated Christmas commercials.
- Technical Challenges: Because clips created with generative AI are prone to become unstable the longer they run, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also sparked concerns about automation in the production industry, with some commenters noting it might negatively impact opportunities for camera crews.
Defense from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the creation took "seven weeks" and involved producing "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's ad was mostly panned, the response for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis received a 61% "positive sentiment rating" from the public.
However, several companies have likewise received criticism for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "uncanny".
The situation highlights the ongoing conversation within the advertising and production industries about the balance between technological innovation and audience reception.
