McDonald's has taken down a holiday advertisement made via AI after encountering considerable criticism on social media.
The short spot was developed via AI-generated video and was first released publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Following its publication, viewers on social media denounced the employment of AI in the commercial. Many described it as "uncanny" and "jarringly assembled".
"This incident serves as an important learning as we examine the proper utilization of generative technology," commented a statement from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that often go badly during the festive season, with the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that include generative AI have become a growing phenomenon among major brands, particularly for the holiday campaign season.
- Coca-Cola has also launched consecutive AI-generated Christmas ads.
- Technical Challenges: As videos created with current AI video tools are more likely to degrade the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about automation in the production industry, with some critics pointing out it could negatively impact work for production staff.
Defense from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the creation took "over a month and a half" and involved generating "numerous versions" which were then crafted afterward "just as we would on any standard production".
"This was not an experiment," she said. "It was a finished piece."
Divisive Public Reception
While the McDonald's ad was largely panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis garnered a significant "positive feedback" from viewers.
However, various brands have also received criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The situation highlights the evolving discussion within the marketing and creative sectors about the trade-off between new tools and human craftsmanship.
