McDonald's has pulled a holiday commercial produced using generative AI following encountering considerable criticism on social media.
The short spot was created using AI video tools and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters lambasted the use of AI in the film. Several labeled it "disturbing" and "poorly edited".
"This incident represents an important lesson as we explore the appropriate application of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various situations that can go wrong during the festive season, under the slogan "the worst time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate generative AI have become a rising phenomenon among major corporations, notably for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: As clips created using generative AI are prone to become unstable the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The ad also sparked worries about automation in the production sector, with some commenters pointing out it might affect work for camera crews.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "over a month and a half" and involved generating "numerous versions" which were then shaped during the edit "in the same way we would on any standard production".
"This was not an AI trick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "positive feedback" from online commenters.
However, other businesses have also received scrutiny for employing the technique in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The episode highlights the ongoing conversation within the marketing and production industries about the balance between technological innovation and human craftsmanship.
