McDonald's has removed a holiday commercial made using AI after receiving considerable criticism on social media.
The short film was produced via AI-generated video and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, commenters denounced the employment of AI in the commercial. Several described it as "uncanny" and "poorly edited".
"This moment is an valuable learning as we examine the proper utilization of generative technology," said a representative from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry during the holidays, with the slogan "the most terrible time of the year".
The Trend of AI-Generated Ads
Adverts that include AI-created content have become a rising phenomenon among large companies, especially for the Christmas season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas ads.
- Technical Challenges: As videos produced using current AI video tools are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also raised fears about job displacement in the creative industry, with some commenters stating it might negatively impact opportunities for camera crews.
Defense from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development required "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "The result was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly received a significant "positive feedback" from viewers.
However, other businesses have also received criticism for employing AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The situation illustrates the continuing conversation within the marketing and production industries about the balance between new tools and human craftsmanship.
