McDonald's has removed a holiday advertisement made using AI after facing considerable criticism on social media.
The 45-second film was created via AI-generated video and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media denounced the implementation of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This incident represents an valuable lesson as we explore the proper utilization of generative technology," stated a statement from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that can go wrong over the holidays, with the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Adverts that incorporate generative AI have emerged as a growing trend among major corporations, particularly for the holiday campaign season.
- Another beverage giant has similarly released back-to-back AI-created holiday ads.
- Inherent Limitations: Since videos produced with current AI video tools are susceptible to become unstable the more extended they are, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also raised worries about job displacement in the creative sector, with some commenters pointing out it could negatively impact opportunities for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
According to her, the production process took "over a month and a half" and involved producing "countless iterations" which were then edited during the edit "in the same way we would on any standard production".
"This was not an AI trick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, various brands have also faced criticism for using AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "disturbing".
The situation illustrates the ongoing conversation within the advertising and creative sectors about the balance between AI efficiency and audience reception.
