McDonald's has taken down a holiday commercial made via generative AI after receiving widespread public disapproval.
The 45-second film was produced via AI video tools and was initially uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Soon after it aired, commenters criticized the use of AI in the commercial. A number of described it as "creepy" and "awkwardly stitched together".
"This moment represents an important learning as we explore the proper utilization of Artificial Intelligence," said a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that might go awry during the holidays, with the slogan "the worst time of the year".
The Phenomenon of AI in Advertising
Commercials that include AI tools have become a growing trend among large companies, notably for the Christmas period.
- Coca-Cola has also released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Because videos made using current AI video tools are prone to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also provoked fears about automation in the advertising industry, with some critics pointing out it might negatively impact opportunities for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the development required "over a month and a half" and involved producing "numerous versions" which were then edited in post-production "in the same way we would on any traditional production".
"This was not an AI trick," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a significant "positive feedback" from viewers.
However, various brands have also encountered scrutiny for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The incident highlights the continuing discussion within the advertising and creative sectors about the balance between AI efficiency and human craftsmanship.
