McDonald's has taken down a holiday advertisement made with generative AI after receiving considerable online backlash.
The short film was created with the help of AI-generated video and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the film. Several described it as "uncanny" and "jarringly assembled".
"This moment is an valuable lesson as we examine the proper use of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly over the holidays, using the theme "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Commercials that feature AI-created content have emerged as a rising phenomenon among major corporations, notably for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since videos created using generative AI are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked fears about automation in the production industry, with some critics noting it could affect opportunities for production staff.
Response from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the creation required "over a month and a half" and involved generating "numerous versions" which were then shaped in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "It was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, various brands have likewise encountered criticism for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The episode underscores the continuing debate within the marketing and production sectors about the balance between technological innovation and creative integrity.
