McDonald's has taken down a holiday commercial made with Artificial Intelligence after encountering widespread online backlash.
The 45-second film was produced using generative AI clips and was originally uploaded online for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Soon after it aired, viewers on social media lambasted the employment of AI in the advert. Several called it "uncanny" and "jarringly assembled".
"This experience is an important lesson as we examine the proper utilization of generative technology," stated a statement from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that might go awry over the Christmas break, under the slogan "the most terrible time of the year".
The Movement of AI Commercials
Commercials that feature AI-created content have become a growing phenomenon among large corporations, notably for the holiday period.
- Coca-Cola has recently launched consecutive AI-created holiday ads.
- Inherent Limitations: As videos created with generative AI are prone to distort the longer they run, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the advertising sector, with some commenters noting it might affect work for actors.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "over a month and a half" and involved generating "thousands of takes" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the reception for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly garnered a significant "positive sentiment rating" from viewers.
However, several companies have likewise encountered scrutiny for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The episode illustrates the ongoing debate within the advertising and creative industries about the trade-off between new tools and audience reception.
