McDonald's has removed a holiday commercial produced using Artificial Intelligence after receiving considerable online backlash.
The short spot was created via AI-generated video and was first released online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the commercial. A number of called it "uncanny" and "jarringly assembled".
"This moment represents an key lesson as we examine the proper use of generative technology," said a spokesperson from the company.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that often go badly during the holidays, under the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that include AI-created content have emerged as a growing trend among large brands, notably for the holiday campaign season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since segments created with generative AI are prone to become unstable the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about automation in the production industry, with some commenters noting it might reduce work for camera crews.
Defense from the Creators
Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "countless iterations" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "It was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly panned, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a recent AI-generated holiday spot from another major brand according to analysis garnered a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise encountered backlash for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The episode highlights the ongoing debate within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
