McDonald's has pulled a holiday advert produced with AI after encountering significant public disapproval.
The short film was produced with the help of AI-generated video and was first released online for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Soon after it aired, commenters lambasted the implementation of AI in the commercial. A number of described it as "creepy" and "awkwardly stitched together".
"This moment represents an key lesson as we investigate the proper use of generative technology," said a representative from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that often go badly during the festive season, with the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Commercials that include generative AI have emerged as a growing trend among major corporations, especially for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-generated holiday commercials.
- Technical Challenges: As videos made with current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also sparked worries about the replacement of human roles in the production sector, with some critics noting it might reduce opportunities for actors.
Defense from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the advert.
According to her, the creation took "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand according to analysis achieved a 61% "positive sentiment rating" from viewers.
However, various brands have likewise received backlash for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "uncanny".
The situation illustrates the evolving debate within the advertising and production industries about the balance between new tools and audience reception.
