McDonald's has removed a holiday commercial produced with AI following receiving significant online backlash.
The brief ad was produced via AI video tools and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, commenters lambasted the use of AI in the commercial. Many called it "creepy" and "jarringly assembled".
"This moment is an valuable lesson as we investigate the appropriate application of Artificial Intelligence," stated a spokesperson from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that often go badly during the festive season, under the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate AI tools have emerged as a rising phenomenon among major companies, especially for the Christmas season.
- Coca-Cola has similarly launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since segments made using generative AI are more likely to distort the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked worries about automation in the creative sector, with some critics stating it could reduce work for production staff.
Response from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the development required "seven weeks" and involved producing "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an experiment," she said. "It was a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis achieved a significant "positive feedback" from online commenters.
However, other businesses have also received scrutiny for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The situation illustrates the ongoing discussion within the advertising and production sectors about the balance between AI efficiency and audience reception.
