McDonald's has taken down a holiday advert produced with generative AI following encountering significant public disapproval.
The brief spot was produced with the help of generative AI clips and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the commercial. Several described it as "uncanny" and "awkwardly stitched together".
"This experience serves as an valuable lesson as we explore the appropriate application of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that often go badly during the Christmas break, with the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Campaigns that include AI-created content have become a increasing phenomenon among major companies, notably for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-created Christmas ads.
- Inherent Limitations: As clips produced with current AI video tools are susceptible to distort the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the creative industry, with some observers noting it could affect opportunities for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the creation took "seven weeks" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was largely panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, several companies have also faced scrutiny for employing the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The incident highlights the continuing conversation within the marketing and production industries about the trade-off between new tools and creative integrity.
