McDonald's has pulled a Christmas commercial produced via AI following encountering significant public disapproval.
The brief spot was produced via generative AI clips and was first published online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, viewers on social media criticized the use of AI in the advert. Several labeled it "uncanny" and "awkwardly stitched together".
"This experience is an important learning as we explore the proper utilization of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that might go awry over the festive season, with the tagline "the most terrible time of the year".
The Movement of AI in Advertising
Adverts that include generative AI have become a increasing trend among large companies, notably for the holiday period.
- Coca-Cola has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: Because segments made with generative AI are susceptible to degrade the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised fears about the replacement of human roles in the creative industry, with some critics stating it could affect opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the production process took "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from another major brand reportedly received a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise received criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The episode underscores the continuing discussion within the advertising and production sectors about the trade-off between technological innovation and human craftsmanship.
