McDonald's has taken down a holiday commercial produced via Artificial Intelligence following encountering significant public disapproval.
The 45-second ad was created using generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Soon after it aired, audiences online lambasted the implementation of AI in the film. Several called it "disturbing" and "awkwardly stitched together".
"This incident represents an key lesson as we investigate the appropriate use of generative technology," stated a statement from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that might go awry during the Christmas break, under the slogan "the worst time of the year".
The Phenomenon of AI in Advertising
Campaigns that include AI-created content have become a increasing phenomenon among large corporations, notably for the Christmas season.
- Coca-Cola has similarly released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because clips produced using current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked fears about job displacement in the advertising industry, with some critics noting it could affect opportunities for actors.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, defended the advert.
According to her, the production process required "seven weeks" and involved generating "thousands of takes" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have also encountered criticism for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".
The incident underscores the evolving discussion within the advertising and production sectors about the trade-off between AI efficiency and human craftsmanship.
