McDonald's has removed a holiday commercial created using Artificial Intelligence after receiving widespread criticism on social media.
The 45-second film was produced via AI video tools and was first uploaded online for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the commercial. Many called it "uncanny" and "jarringly assembled".
"This experience is an valuable lesson as we explore the appropriate utilization of generative technology," stated a representative from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various situations that can go wrong over the holidays, with the tagline "not the most wonderful time of the year".
The Trend of AI Commercials
Campaigns that include AI-created content have emerged as a increasing phenomenon among major brands, particularly for the Christmas season.
- Another beverage giant has also released consecutive AI-generated holiday commercials.
- Technical Challenges: Because segments produced using generative AI are susceptible to become unstable the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked concerns about automation in the advertising industry, with some commenters stating it might affect work for actors.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the production process took "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any standard production".
"This wasn't just an experiment," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the response 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 "positive feedback" from online commenters.
However, other businesses have likewise faced backlash for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The situation illustrates the evolving discussion within the marketing and production sectors about the balance between AI efficiency and creative integrity.
