McDonald's has taken down a holiday commercial produced using AI after receiving significant public disapproval.
The short ad was created via AI video tools and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Shortly after its release, commenters lambasted the use of AI in the commercial. Several called it "disturbing" and "poorly edited".
"This experience serves as an important lesson as we examine the proper application of generative technology," commented a statement from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that often go badly over the Christmas break, with the theme "the most terrible time of the year".
The Phenomenon of AI in Advertising
Campaigns that incorporate AI tools have emerged as a increasing phenomenon among large brands, notably for the holiday season.
- Coca-Cola has also released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because segments produced using current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the creative industry, with some commenters pointing out it might reduce opportunities for production staff.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the production process required "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "just as we would on any high-craft production".
"This was not an experiment," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand reportedly received a 61% "positive feedback" from the public.
However, several companies have also received scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "uncanny".
The episode underscores the evolving discussion within the advertising and production industries about the balance between technological innovation and creative integrity.
