McDonald's has pulled a holiday commercial produced via generative AI following facing widespread online backlash.
The short spot was developed using generative AI clips and was first uploaded online for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Following its publication, audiences online lambasted the use of AI in the film. A number of described it as "disturbing" and "poorly edited".
"This experience represents an important learning as we explore the effective utilization of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted various things that often go badly over the Christmas break, using the theme "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI tools have become a increasing trend among major companies, especially for the Christmas period.
- Another beverage giant has also released consecutive AI-generated Christmas commercials.
- Technical Challenges: Since videos created with current AI video tools are susceptible to degrade the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the advertising sector, with some commenters noting it could reduce opportunities for camera crews.
Response from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the creation required "over a month and a half" and involved producing "thousands of takes" which were then edited during the edit "just as we would on any standard production".
"This wasn't an AI trick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a significant "positive sentiment rating" from the public.
However, various brands have likewise encountered backlash for using AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The episode illustrates the ongoing conversation within the advertising and creative sectors about the balance between technological innovation and creative integrity.
