McDonald's has taken down a holiday advertisement made using AI after encountering significant public disapproval.
The 45-second film was produced using AI-generated video and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, audiences online criticized the implementation of AI in the advert. A number of called it "uncanny" and "jarringly assembled".
"This experience represents an valuable lesson as we examine the effective use of Artificial Intelligence," stated a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of things that might go awry during the Christmas break, with the tagline "the most terrible time of the year".
A Growing Movement of AI in Advertising
Campaigns that include AI tools have become a increasing trend among major companies, notably for the Christmas period.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Inherent Limitations: As segments made using generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the advertising industry, with some observers stating it might affect work for production staff.
Defense from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the creation required "over a month and a half" and involved creating "countless iterations" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a 61% "positive sentiment rating" from viewers.
However, several companies have likewise faced criticism for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The situation illustrates the continuing conversation within the marketing and production sectors about the balance between technological innovation and audience reception.
