The global fast-food chain has removed a holiday commercial created via AI following encountering widespread public disapproval.
The short spot was produced with the help of generative AI clips and was originally published publicly for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Following its publication, viewers on social media criticized the use of AI in the commercial. A number of labeled it "uncanny" and "jarringly assembled".
"This experience represents an valuable learning as we examine the effective utilization of AI," 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 depicted a series of scenarios that might go awry during the holidays, using the slogan "the most terrible time of the year".
A Growing Trend of AI in Advertising
Campaigns that include generative AI have emerged as a increasing phenomenon among major corporations, notably for the holiday campaign season.
- Coca-Cola has recently launched consecutive AI-created holiday commercials.
- Inherent Limitations: Since clips made using current AI video tools are prone to degrade the longer they run, most AI video outputs tend to be only short in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the production industry, with some observers pointing out it might negatively impact opportunities for actors.
Response from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's ad was largely panned, the sentiment for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis achieved a significant "positive feedback" from online commenters.
However, several companies have likewise encountered criticism for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The situation underscores the ongoing conversation within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
