McDonald's has taken down a holiday commercial produced using AI after facing significant criticism on social media.
The brief film was produced with the help of AI video tools and was initially released online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the film. A number of called it "disturbing" and "jarringly assembled".
"This incident is an key lesson as we examine the proper application of AI," stated a spokesperson from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various situations that might go awry during the Christmas break, using the theme "not the most wonderful time of the year".
The Movement of AI in Advertising
Adverts that incorporate AI-created content have become a rising phenomenon among major brands, particularly for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because clips produced using generative AI are prone to degrade the more extended they are, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also raised worries about job displacement in the production industry, with some observers stating it might negatively impact work for actors.
Defense from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
According to her, the creation took "seven weeks" and involved producing "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't just an AI gimmick," she said. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was largely panned, the reception for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis received a 61% "positive feedback" from viewers.
However, various brands have also encountered backlash for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The situation illustrates the ongoing discussion within the advertising and creative industries about the trade-off between new tools and audience reception.
