McDonald's has pulled a holiday advert made via AI after receiving considerable public disapproval.
The brief film was developed with the help of generative AI clips and was first published on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online criticized the employment of AI in the film. A number of labeled it "disturbing" and "poorly edited".
"This incident serves as an important lesson as we explore the effective use of AI," commented a spokesperson from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that often go badly over the Christmas break, under the tagline "the worst time of the year".
A Growing Movement of AI Commercials
Adverts that include AI-created content have emerged as a growing trend among major brands, particularly for the holiday period.
- Coca-Cola has recently released consecutive AI-created holiday ads.
- Technical Challenges: Since clips created using current AI video tools are prone to distort the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about automation in the production sector, with some critics stating it might affect work for production staff.
Defense from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "over a month and a half" and involved generating "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't an experiment," she commented. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the response for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand according to analysis received a significant "positive feedback" from the public.
However, several companies have likewise encountered scrutiny for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The incident underscores the ongoing discussion within the advertising and creative industries about the balance between technological innovation and audience reception.
