McDonald's has taken down a Christmas commercial produced using generative AI following encountering considerable criticism on social media.
The 45-second ad was produced via generative AI clips and was initially uploaded online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, audiences online denounced the use of AI in the commercial. Several described it as "uncanny" and "jarringly assembled".
"This experience represents an valuable lesson as we investigate the proper application of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that can go wrong during the festive season, using the tagline "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Adverts that incorporate generative AI have emerged as a rising trend among major corporations, particularly for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created holiday commercials.
- Inherent Limitations: As segments created with current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be roughly short in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the creative sector, with some critics stating it might affect opportunities for camera crews.
Defense from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development took "over a month and a half" and involved generating "thousands of takes" which were then edited afterward "just as we would on any standard production".
"This wasn't an experiment," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from the public.
However, various brands have likewise faced scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The incident highlights the continuing conversation within the marketing and production sectors about the trade-off between AI efficiency and human craftsmanship.