McDonald's has taken down a holiday commercial created with generative AI following facing significant online backlash.
The 45-second ad was developed with the help of AI video tools and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Following its publication, viewers on social media denounced the use of AI in the advert. Several described it as "creepy" and "jarringly assembled".
"This incident serves as an valuable learning as we explore the proper utilization of AI," said a representative from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various situations that often go badly during the Christmas break, with the tagline "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Adverts that include AI-created content have emerged as a increasing trend among large corporations, particularly for the Christmas period.
- Another beverage giant has recently released consecutive AI-generated Christmas commercials.
- Technical Challenges: As videos created with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also sparked worries about job displacement in the production sector, with some commenters pointing out it could affect work for actors.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, stood by the advert.
According to her, the creation took "over a month and a half" and involved generating "numerous versions" which were then shaped in post-production "just as we would on any standard production".
"This wasn't just an AI trick," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, several companies have likewise encountered criticism for using AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The incident illustrates the ongoing conversation within the advertising and production sectors about the trade-off between new tools and creative integrity.
