McDonald's has pulled a Christmas advertisement created with Artificial Intelligence after receiving considerable criticism on social media.
The brief spot was created with the help of generative AI clips and was initially released publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, viewers on social media denounced the employment of AI in the advert. Several called it "creepy" and "poorly edited".
"This experience is an key learning as we investigate the appropriate application of generative technology," stated a representative from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that might go awry during the holidays, using the tagline "the most terrible time of the year".
The Trend of AI Commercials
Adverts that include AI tools have emerged as a increasing trend among prominent corporations, particularly for the holiday campaign season.
- Coca-Cola has also released back-to-back AI-generated holiday ads.
- Inherent Limitations: As clips produced using current AI video tools are more likely to distort the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the advertising sector, with some observers stating it might negatively impact opportunities for camera crews.
Response from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the production process required "seven weeks" and involved creating "countless iterations" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't just an AI gimmick," she said. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was predominantly criticized, the response for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly achieved a significant "positive feedback" from online commenters.
However, several companies have likewise received scrutiny for using AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The situation illustrates the continuing discussion within the marketing and creative industries about the balance between technological innovation and audience reception.
