McDonald's has taken down a holiday commercial made via AI after encountering considerable online backlash.
The short ad was produced with the help of AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, commenters criticized the employment of AI in the commercial. Many described it as "creepy" and "jarringly assembled".
"This experience serves as an important lesson as we investigate the proper application of Artificial Intelligence," said a representative from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various things that might go awry during the holidays, with the tagline "the worst time of the year".
A Growing Trend of AI in Advertising
Commercials that incorporate AI tools have emerged as a rising trend among prominent corporations, especially for the Christmas season.
- Coca-Cola has also launched consecutive AI-generated holiday commercials.
- Inherent Limitations: Since clips created with current AI video tools are susceptible to become unstable the longer they run, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked fears about job displacement in the advertising industry, with some critics pointing out it could reduce work for production staff.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the creation required "seven weeks" and involved creating "numerous versions" which were then crafted during the edit "in the same way we would on any high-craft production".
"This wasn't an experiment," she said. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from viewers.
However, several companies have likewise faced scrutiny for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The episode illustrates the ongoing debate within the advertising and creative sectors about the balance between AI efficiency and human craftsmanship.
