McDonald's has pulled a holiday commercial created using AI after receiving widespread online backlash.
The 45-second film was developed using AI video tools and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Following its publication, commenters criticized the use of AI in the advert. A number of called it "uncanny" and "poorly edited".
"This incident represents an key lesson as we investigate the effective application of AI," said a representative from the company.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various things that can go wrong during the Christmas break, using the slogan "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that incorporate AI-created content have emerged as a rising phenomenon among major companies, particularly for the holiday period.
- Coca-Cola has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since segments made using generative AI are more likely to degrade the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about automation in the creative sector, with some commenters stating it might negatively impact opportunities for actors.
Defense from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "over a month and a half" and involved generating "numerous versions" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't an experiment," she commented. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the reception for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday ad from another major brand according to analysis received a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise faced criticism for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The situation illustrates the continuing discussion within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
