McDonald's has taken down a holiday commercial made using AI after facing considerable criticism on social media.
The short ad was produced via AI-generated video and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, audiences online lambasted the use of AI in the advert. A number of described it as "uncanny" and "jarringly assembled".
"This incident is an important learning as we explore the proper use of generative technology," commented a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various things that can go wrong during the holidays, with the slogan "the worst time of the year".
A Growing Phenomenon of AI Commercials
Commercials that feature AI tools have emerged as a growing phenomenon among major companies, notably for the holiday campaign season.
- Coca-Cola has recently released consecutive AI-generated holiday ads.
- Inherent Limitations: As segments made with current AI video tools are more likely to become unstable the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The video also raised fears about the replacement of human roles in the creative sector, with some commenters stating it might reduce opportunities for production staff.
Response from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the production process required "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This wasn't an AI gimmick," she commented. "We consider it a proper commercial."
Divisive Public Reception
While the McDonald's commercial was largely panned, the response for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from the public.
However, other businesses have likewise encountered criticism for employing AI in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The situation illustrates the ongoing debate within the advertising and creative sectors about the balance between new tools and human craftsmanship.
