McDonald's has removed a holiday commercial made using generative AI after facing considerable public disapproval.
The brief film was produced using AI video tools and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Following its publication, viewers on social media denounced the employment of AI in the film. A number of called it "creepy" and "awkwardly stitched together".
"This incident represents an key learning as we examine the proper use of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry over the Christmas break, with the slogan "the most terrible time of the year".
A Growing Trend of AI Commercials
Commercials that incorporate generative AI have become a increasing phenomenon among large brands, notably for the holiday campaign season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since clips produced using current AI video tools are prone to distort the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about job displacement in the creative industry, with some critics stating it could affect work for camera crews.
Response from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the creation took "seven weeks" and involved creating "countless iterations" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from online commenters.
However, various brands have likewise encountered criticism for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The situation illustrates the ongoing debate within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
