McDonald's has pulled a holiday commercial made via AI following receiving widespread public disapproval.
The short spot was created using AI video tools and was initially released on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online denounced the use of AI in the commercial. Many called it "disturbing" and "awkwardly stitched together".
"This moment is an valuable learning as we examine the effective use of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that often go badly over the festive season, with the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Adverts that include AI tools have become a growing trend among large corporations, particularly for the Christmas season.
- Coca-Cola has recently launched consecutive AI-generated Christmas ads.
- Inherent Limitations: As videos produced with generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be only short in length.
- Industry Concerns: The video also raised worries about automation in the creative industry, with some critics stating it could affect opportunities for camera crews.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "seven weeks" and involved generating "thousands of takes" which were then shaped during the edit "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have also received criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The situation underscores the ongoing debate within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.
