The global fast-food chain has pulled a Christmas commercial made with Artificial Intelligence following receiving significant public disapproval.
The 45-second film was produced using AI-generated video and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, audiences online lambasted the employment of AI in the commercial. A number of described it as "disturbing" and "poorly edited".
"This experience represents an key lesson as we investigate the appropriate use of generative technology," commented a statement from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that might go awry during the festive season, with the theme "the most terrible time of the year".
The Movement of AI in Advertising
Campaigns that incorporate AI tools have become a rising trend among prominent corporations, especially for the holiday period.
- Coca-Cola has similarly launched consecutive AI-generated holiday ads.
- Technical Challenges: Because clips made using current AI video tools are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also raised fears about automation in the production sector, with some commenters stating it could affect opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
She stated, the development required "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't just an AI trick," she said. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise received backlash for using AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The incident highlights the ongoing discussion within the marketing and production sectors about the balance between technological innovation and audience reception.
