McDonald's has pulled a holiday commercial made via generative AI after encountering significant criticism on social media.
The short ad was created with the help of AI-generated video and was initially released online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the advert. Several called it "creepy" and "jarringly assembled".
"This experience represents an important learning as we explore the proper application of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed various things that might go awry during the festive season, under the tagline "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Commercials that incorporate AI-created content have become a growing trend among major brands, especially for the Christmas campaign season.
- Coca-Cola has recently launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Because clips produced using current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The ad also raised worries about job displacement in the production sector, with some critics noting it could reduce opportunities for camera crews.
Response from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
She stated, the development took "seven weeks" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis achieved a 61% "favorable response" from viewers.
However, various brands have likewise received criticism for using AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The incident highlights the continuing debate within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
