McDonald's has taken down a holiday commercial made with generative AI following receiving widespread online backlash.
The brief spot was developed using generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Shortly after its release, viewers on social media criticized the use of AI in the advert. Several called it "creepy" and "poorly edited".
"This moment represents an key lesson as we investigate the effective utilization of generative technology," said a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that can go wrong over the holidays, under the theme "the most terrible time of the year".
The Movement of AI in Advertising
Commercials that feature AI tools have become a growing trend among large brands, particularly for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Because clips produced using generative AI are susceptible to become unstable the more extended they are, most such clips tend to be only a few seconds in length.
- Broader Implications: The video also raised worries about automation in the production industry, with some commenters noting it could reduce opportunities for production staff.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
According to her, the development took "over a month and a half" and involved creating "countless iterations" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the McDonald's ad was largely panned, the reception for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly achieved a 61% "positive feedback" from the public.
However, other businesses have also faced scrutiny for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The situation underscores the continuing conversation within the marketing and production industries about the trade-off between technological innovation and creative integrity.
