The global fast-food chain has removed a Christmas advert made with Artificial Intelligence following encountering significant public disapproval.
The 45-second ad was developed with the help of generative AI clips and was initially published online for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, commenters lambasted the employment of AI in the advert. A number of labeled it "uncanny" and "jarringly assembled".
"This moment serves as an important lesson as we explore the appropriate application of AI," said a statement from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that might go awry during the holidays, using the slogan "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Adverts that feature AI tools have become a rising trend among large brands, especially for the holiday period.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Inherent Limitations: As videos produced using generative AI are more likely to degrade the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked fears about job displacement in the production industry, with some commenters pointing out it might reduce work for actors.
Defense from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the production process took "seven weeks" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the sentiment for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly received a 61% "positive sentiment rating" from the public.
However, various brands have also faced scrutiny for using AI in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The situation illustrates the evolving discussion within the advertising and production industries about the trade-off between AI efficiency and audience reception.
