The global fast-food chain has pulled a holiday advert created with Artificial Intelligence after encountering widespread public disapproval.
The short spot was produced via AI-generated video and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, viewers on social media lambasted the use of AI in the commercial. Many called it "uncanny" and "awkwardly stitched together".
"This incident represents an valuable lesson as we investigate the appropriate application of Artificial Intelligence," commented a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that might go awry over the festive season, with the theme "the most terrible time of the year".
A Growing Movement of AI Commercials
Commercials that include AI-created content have become a increasing trend among major brands, notably for the Christmas period.
- Another beverage giant has similarly released consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments produced using generative AI are susceptible to distort the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about automation in the creative industry, with some observers stating it might negatively impact opportunities for actors.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
She stated, the development required "seven weeks" and involved producing "thousands of takes" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't an AI trick," she commented. "The result was a film."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly achieved a significant "positive feedback" from the public.
However, several companies have likewise faced criticism for employing the technique in advertising. Italian brand Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The situation illustrates the continuing debate within the advertising and production sectors about the trade-off between new tools and audience reception.
