McDonald's has pulled a holiday commercial created with generative AI following receiving considerable criticism on social media.
The brief spot was developed with the help of AI-generated video and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters criticized the employment of AI in the commercial. A number of labeled it "creepy" and "poorly edited".
"This moment serves as an valuable lesson as we explore the appropriate use of Artificial Intelligence," stated a spokesperson from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that might go awry during the Christmas break, under the theme "the most terrible time of the year".
The Trend of AI Commercials
Adverts that incorporate AI tools have become a increasing phenomenon among major corporations, notably for the holiday campaign season.
- Another beverage giant has also released consecutive AI-created Christmas commercials.
- Inherent Limitations: Because clips created using generative AI are prone to distort the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about job displacement in the creative industry, with some observers stating it could affect work for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
According to her, the production process required "over a month and a half" and involved generating "numerous versions" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the reception for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis garnered a 61% "positive feedback" from viewers.
However, various brands have likewise faced backlash for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The incident highlights the ongoing discussion within the advertising and creative sectors about the trade-off between AI efficiency and creative integrity.
