McDonald's has removed a holiday advert made using generative AI after facing widespread online backlash.
The short spot was created via AI-generated video and was originally published online for McDonald's Netherlands on 6 December.
Audience Reaction and Decision to Pull
Following its publication, commenters denounced the employment of AI in the film. Many labeled it "uncanny" and "jarringly assembled".
"This moment is an valuable lesson as we examine the proper use of AI," commented a representative from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that might go awry during the holidays, under the slogan "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Adverts that feature AI tools have become a increasing trend among large corporations, notably for the Christmas campaign season.
- Coca-Cola has also launched consecutive AI-created Christmas commercials.
- Technical Challenges: Since videos made using current AI video tools are prone to distort the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked concerns about job displacement in the production sector, with some critics pointing out it could reduce work for production staff.
Defense from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the creation required "over a month and a half" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't an AI trick," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis received a significant "positive sentiment rating" from online commenters.
However, several companies have likewise received scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The incident highlights the ongoing discussion within the advertising and production sectors about the trade-off between technological innovation and audience reception.
