McDonald's has taken down a holiday advert created with AI after facing widespread online backlash.
The 45-second ad was developed with the help of AI video tools and was first released online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media denounced the employment of AI in the commercial. A number of called it "disturbing" and "awkwardly stitched together".
"This experience is an key learning as we explore the effective utilization of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that often go badly during the Christmas break, with the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Campaigns that include AI-created content have become a rising trend among large corporations, particularly for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since segments made using generative AI are prone to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the production industry, with some critics noting it might affect opportunities for actors.
Defense from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "over a month and a half" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This was not an AI trick," she said. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the response for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a significant "positive feedback" from the public.
However, other businesses have also faced criticism for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some described as "lazy" and "disturbing".
The incident illustrates the continuing discussion within the marketing and production sectors about the balance between technological innovation and creative integrity.
