McDonald's has removed a holiday commercial created using Artificial Intelligence after receiving considerable public disapproval.
The short film was created using generative AI clips and was first released publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, audiences online denounced the employment of AI in the commercial. A number of labeled it "creepy" and "awkwardly stitched together".
"This moment is an important lesson as we examine the effective use of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various situations that can go wrong over the holidays, under the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that include AI tools have emerged as a growing trend among prominent companies, notably for the holiday campaign season.
- Another beverage giant has recently released back-to-back AI-generated holiday ads.
- Technical Challenges: As clips made using current AI video tools are more likely to become unstable the longer they run, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also provoked worries about job displacement in the creative industry, with some commenters noting it might affect opportunities for production staff.
Defense from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the development required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't an experiment," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the sentiment for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a significant "positive sentiment rating" from online commenters.
However, various brands have likewise received scrutiny for using the technique in marketing. Italian brand Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The situation illustrates the evolving discussion within the advertising and creative industries about the balance between new tools and human craftsmanship.
