McDonald's has removed a holiday advertisement created using generative AI after encountering considerable criticism on social media.
The 45-second spot was produced with the help of AI-generated video and was first published online for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Following its publication, commenters lambasted the employment of AI in the film. A number of labeled it "creepy" and "jarringly assembled".
"This incident is an valuable learning as we explore the effective application of generative technology," commented a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various situations that often go badly during the holidays, using the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include generative AI have emerged as a growing phenomenon among major companies, particularly for the holiday season.
- Another beverage giant has also launched consecutive AI-created Christmas commercials.
- Inherent Limitations: As clips created using generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked worries about job displacement in the production industry, with some commenters stating it could negatively impact opportunities for actors.
Response from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
According to her, the creation required "seven weeks" and involved generating "numerous versions" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis achieved a 61% "positive sentiment rating" from viewers.
However, various brands have likewise encountered scrutiny for using the technique in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The incident illustrates the ongoing debate within the advertising and production sectors about the trade-off between AI efficiency and creative integrity.
