McDonald's has taken down a holiday commercial created via generative AI after receiving considerable online backlash.
The 45-second ad was produced using generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Following its publication, viewers on social media criticized the implementation of AI in the advert. Many called it "uncanny" and "awkwardly stitched together".
"This incident represents an important lesson as we examine the effective application of generative technology," commented a statement from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various things that often go badly over the festive season, under the theme "the most terrible time of the year".
The Trend of AI Commercials
Adverts that include generative AI have emerged as a increasing trend among prominent companies, particularly for the holiday period.
- Another beverage giant has also launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Because videos produced with current AI video tools are susceptible to distort the longer they run, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also raised fears about job displacement in the advertising industry, with some commenters stating it might negatively impact opportunities for actors.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, defended the project.
According to her, the production process required "seven weeks" and involved creating "countless iterations" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the response for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly garnered a significant "favorable response" from viewers.
However, several companies have likewise received backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The episode underscores the ongoing conversation within the marketing and production industries about the balance between technological innovation and audience reception.
