McDonald's has removed a holiday commercial produced via Artificial Intelligence after facing considerable criticism on social media.
The short spot was produced using AI-generated video and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, audiences online denounced the implementation of AI in the film. Several described it as "creepy" and "poorly edited".
"This experience serves as an key lesson as we examine the proper use of AI," commented a representative from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various things that might go awry over the holidays, under the tagline "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include generative AI have emerged as a increasing phenomenon among large brands, particularly for the holiday season.
- Coca-Cola has similarly launched consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments created with current AI video tools are prone to degrade the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the creative sector, with some critics pointing out it could affect opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the development took "seven weeks" and involved producing "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "It was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from the public.
However, other businesses have likewise received criticism for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The incident underscores the ongoing discussion within the advertising and creative industries about the balance between new tools and human craftsmanship.
