McDonald's has pulled a holiday advert made with Artificial Intelligence after facing widespread criticism on social media.
The 45-second ad was created via AI-generated video and was initially uploaded online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, viewers on social media denounced the employment of AI in the commercial. Several labeled it "creepy" and "jarringly assembled".
"This incident represents an key lesson as we examine the effective use of Artificial Intelligence," commented a statement from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted various situations that often go badly during the holidays, with the slogan "the worst time of the year".
A Growing Movement of AI in Advertising
Campaigns that incorporate AI tools have emerged as a growing phenomenon among large corporations, notably for the holiday period.
- Coca-Cola has similarly launched consecutive AI-created Christmas ads.
- Inherent Limitations: Because videos produced with current AI video tools are susceptible to distort the more extended they are, most such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked fears about automation in the creative industry, with some observers stating it could reduce work for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the creation took "seven weeks" and involved producing "numerous versions" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't an AI trick," she said. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis received a significant "positive feedback" from viewers.
However, other businesses have also encountered scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The episode highlights the ongoing conversation within the marketing and creative industries about the trade-off between new tools and audience reception.
