McDonald's has removed a holiday commercial produced using generative AI following encountering significant criticism on social media.
The brief ad was developed via AI video tools and was originally released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Soon after it aired, viewers on social media criticized the use of AI in the commercial. A number of called it "uncanny" and "jarringly assembled".
"This incident is an key learning as we explore the proper use of Artificial Intelligence," said a representative from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly during the holidays, under the slogan "the worst time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include AI-created content have become a rising trend among large companies, especially for the Christmas campaign season.
- Another beverage giant has recently released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since videos made using generative AI are susceptible to distort the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the creative industry, with some critics pointing out it could affect opportunities for camera crews.
Response from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the production process took "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "The result was a film."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the reception for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise received criticism for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The episode highlights the continuing conversation within the marketing and creative industries about the balance between AI efficiency and creative integrity.
