McDonald's has taken down a holiday commercial produced using generative AI following encountering significant criticism on social media.
The short ad was produced via generative AI clips and was initially uploaded online for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, commenters criticized the employment of AI in the film. Several labeled it "disturbing" and "jarringly assembled".
"This experience is an valuable learning as we investigate the effective application of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that often go badly over the festive season, with the tagline "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that incorporate generative AI have become a rising trend among major corporations, notably for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-generated holiday commercials.
- Technical Challenges: As videos produced with current AI video tools are susceptible to distort the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about job displacement in the creative industry, with some observers stating it could reduce work for camera crews.
Defense from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the development required "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the response for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly achieved a 61% "positive feedback" from online commenters.
However, other businesses have likewise encountered scrutiny for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The incident highlights the continuing discussion within the advertising and creative industries about the balance between AI efficiency and human craftsmanship.
