McDonald's has taken down a holiday advert created using generative AI following encountering significant online backlash.
The brief film was created with the help of AI video tools and was originally published online for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Soon after it aired, commenters lambasted the employment of AI in the advert. A number of called it "uncanny" and "poorly edited".
"This experience serves as an valuable lesson as we examine the effective application of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that often go badly over the holidays, using the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Commercials that feature generative AI have emerged as a increasing phenomenon among prominent companies, particularly for the holiday period.
- Another beverage giant has recently released back-to-back AI-generated Christmas ads.
- Inherent Limitations: As videos created using generative AI are more likely to distort the more extended they are, the majority of such clips tend to be only short in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the advertising industry, with some critics stating it could reduce opportunities for actors.
Defense from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
She stated, the production process required "seven weeks" and involved generating "thousands of takes" which were then edited during the edit "just as we would on any high-craft production".
"This was not an experiment," she commented. "The result was a film."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a significant "positive feedback" from online commenters.
However, several companies have likewise faced backlash for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The incident underscores the evolving debate within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
