McDonald's has pulled a holiday commercial created with generative AI after encountering significant public disapproval.
The brief spot was created via AI video tools and was initially released publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Following its publication, commenters criticized the use of AI in the advert. Several labeled it "creepy" and "poorly edited".
"This experience serves as an important lesson as we investigate the appropriate application of Artificial Intelligence," said a statement from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that often go badly over the holidays, using the tagline "the worst time of the year".
The Phenomenon of AI Commercials
Adverts that feature AI tools have emerged as a increasing trend among large companies, notably for the Christmas season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because segments created with 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 raised worries about the replacement of human roles in the creative industry, with some observers noting it might reduce opportunities for actors.
Response from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the creation required "seven weeks" and involved generating "thousands of takes" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the response for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly received a 61% "positive sentiment rating" from viewers.
However, various brands have also encountered criticism for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "uncanny".
The situation illustrates the continuing debate within the advertising and production sectors about the balance between new tools and creative integrity.
