The global fast-food chain has pulled a Christmas advert made using Artificial Intelligence following facing widespread criticism on social media.
The brief ad was created using AI video tools and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, viewers on social media criticized the employment of AI in the film. Several labeled it "creepy" and "poorly edited".
"This incident represents an important learning as we explore the effective application of Artificial Intelligence," said a statement from the company.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that can go wrong during the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that feature AI tools have emerged as a increasing trend among major brands, notably for the Christmas period.
- Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
- Technical Challenges: Since segments made using current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked concerns about automation in the advertising industry, with some commenters stating it might negatively impact work for production staff.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the creation required "over a month and a half" and involved creating "countless iterations" which were then crafted afterward "in the same way we would on any high-craft production".
"This was not an AI gimmick," she said. "It was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the reception for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis garnered a significant "positive feedback" from viewers.
However, several companies have also encountered criticism for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The incident illustrates the continuing debate within the marketing and production industries about the trade-off between AI efficiency and creative integrity.
