McDonald's has taken down a holiday commercial produced using generative AI after receiving significant online backlash.
The 45-second ad was developed with the help of generative AI clips and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the commercial. Several called it "disturbing" and "poorly edited".
"This moment represents an valuable learning as we investigate the proper application of generative technology," commented a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that can go wrong during the holidays, using the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Commercials that feature AI-created content have emerged as a increasing trend among prominent corporations, especially for the holiday campaign season.
- Another beverage giant has similarly launched consecutive AI-created holiday commercials.
- Inherent Limitations: Since segments produced with current AI video tools are susceptible to degrade the longer they run, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The video also sparked worries about automation in the creative industry, with some observers noting it could reduce opportunities for actors.
Defense from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the development required "seven weeks" and involved generating "numerous versions" which were then edited in post-production "just as we would on any traditional production".
"This was not an AI trick," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly garnered a 61% "positive feedback" from the public.
However, other businesses have also faced backlash for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The situation illustrates the ongoing discussion within the marketing and production sectors about the balance between new tools and human craftsmanship.
