McDonald's has removed a Christmas advertisement made using Artificial Intelligence after facing considerable online backlash.
The brief film was developed via generative AI clips and was first released online for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Following its publication, commenters criticized the implementation of AI in the film. A number of called it "creepy" and "jarringly assembled".
"This experience is an important lesson as we investigate the proper application of generative technology," said a representative from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that might go awry over the festive season, using the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include generative AI have emerged as a increasing trend among large corporations, particularly for the holiday season.
- Another beverage giant has also released back-to-back AI-created holiday commercials.
- Technical Challenges: Since clips produced using generative AI are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about automation in the advertising industry, with some commenters noting it could affect work for production staff.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the production process took "seven weeks" and involved creating "countless iterations" which were then shaped afterward "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "It was a film."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis garnered a significant "positive feedback" from viewers.
However, various brands have likewise encountered backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The situation illustrates the continuing discussion within the marketing and production industries about the trade-off between new tools and human craftsmanship.
