McDonald's has removed a holiday commercial made with AI following facing widespread public disapproval.
The brief film was created using AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, audiences online denounced the use of AI in the film. Many called it "uncanny" and "awkwardly stitched together".
"This incident represents an key lesson as we investigate the appropriate use of Artificial Intelligence," stated a statement from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that might go awry during the festive season, using the theme "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Campaigns that include generative AI have become a growing phenomenon among prominent companies, notably for the holiday campaign season.
- Another beverage giant has recently released back-to-back AI-generated holiday ads.
- Inherent Limitations: Because videos created with generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be about short in length.
- Broader Implications: The video also raised worries about job displacement in the creative sector, with some observers stating it might affect work for actors.
Response from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the production process required "seven weeks" and involved producing "countless iterations" which were then shaped in post-production "in the same way we would on any traditional production".
"This was not an AI gimmick," she said. "It was a film."
Divisive Public Reception
While the McDonald's ad was largely criticized, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis received a 61% "positive feedback" from viewers.
However, various brands have likewise received criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "disturbing".
The incident underscores the ongoing debate within the marketing and production industries about the trade-off between AI efficiency and audience reception.
