McDonald's has removed a holiday advert made via AI following facing considerable online backlash.
The brief film was produced using generative AI clips and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Soon after it aired, commenters denounced the employment of AI in the commercial. Many labeled it "uncanny" and "awkwardly stitched together".
"This moment serves as an key lesson as we examine the effective utilization of AI," commented a representative from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that might go awry during the festive season, using the theme "not the most wonderful time of the year".
The Movement of AI in Advertising
Campaigns that feature AI-created content have become a increasing phenomenon among large brands, notably for the holiday period.
- Another beverage giant has similarly released back-to-back AI-created Christmas commercials.
- Technical Challenges: Because clips made using current AI video tools are prone to distort the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about automation in the production sector, with some critics stating it might reduce opportunities for camera crews.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was mostly panned, the reception for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a significant "favorable response" from viewers.
However, several companies have likewise encountered criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The situation illustrates the evolving discussion within the marketing and creative sectors about the trade-off between AI efficiency and audience reception.
