McDonald's has pulled a holiday advert made using Artificial Intelligence after facing widespread public disapproval.
The brief ad was created with the help of AI-generated video and was first released online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the advert. Many called it "creepy" and "awkwardly stitched together".
"This incident represents an key lesson as we investigate the effective use of AI," commented a representative from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that might go awry over the festive season, under the slogan "the worst time of the year".
A Growing Trend of AI in Advertising
Adverts that feature AI tools have emerged as a increasing phenomenon among major corporations, particularly for the Christmas period.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Technical Challenges: Since segments created with current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked concerns about job displacement in the production industry, with some commenters pointing out it could affect work for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation took "over a month and a half" and involved generating "numerous versions" which were then edited during the edit "just as we would on any standard production".
"This was not an experiment," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the reception for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis achieved a significant "positive feedback" from online commenters.
However, other businesses have likewise encountered scrutiny for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The incident highlights the evolving discussion within the marketing and production industries about the balance between new tools and audience reception.
