McDonald's has taken down a holiday commercial made with Artificial Intelligence following encountering significant criticism on social media.
The 45-second spot was created via generative AI clips and was initially released publicly for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Following its publication, audiences online denounced the employment of AI in the commercial. Several labeled it "disturbing" and "poorly edited".
"This incident is an valuable learning as we investigate the proper use of AI," commented a statement from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that often go badly during the holidays, under the theme "the worst time of the year".
The Trend of AI-Generated Ads
Campaigns that feature generative AI have emerged as a growing trend among prominent corporations, especially for the holiday campaign season.
- Coca-Cola has recently launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Because videos produced using generative AI are prone to distort the more extended they are, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the creative industry, with some observers stating it could affect opportunities for actors.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
According to her, the production process required "over a month and a half" and involved creating "countless iterations" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis garnered a 61% "positive feedback" from online commenters.
However, several companies have likewise faced scrutiny for using AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics described as "cheap" and "uncanny".
The episode underscores the evolving debate within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
