McDonald's has removed a Christmas commercial created via generative AI after facing significant criticism on social media.
The brief ad was developed via AI-generated video and was initially released online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, viewers on social media denounced the employment of AI in the film. A number of called it "creepy" and "poorly edited".
"This incident represents an important lesson as we investigate the proper utilization of AI," said a statement from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that might go awry over the festive season, with the theme "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI tools have emerged as a rising phenomenon among large companies, particularly for the Christmas season.
- Another beverage giant has recently released back-to-back AI-generated holiday ads.
- Inherent Limitations: As videos made using current AI video tools are prone to become unstable the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about automation in the production industry, with some observers stating it could affect work for production staff.
Response from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "over a month and a half" and involved generating "countless iterations" which were then crafted during the edit "in the same way we would on any standard production".
"This was not an AI gimmick," she said. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly garnered a 61% "positive feedback" from the public.
However, several companies have likewise received criticism for employing AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The situation highlights the evolving discussion within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
