McDonald's has taken down a holiday advert made via generative AI after encountering considerable criticism on social media.
The short ad was produced via AI video tools and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media denounced the implementation of AI in the film. Many labeled it "disturbing" and "awkwardly stitched together".
"This incident represents an valuable lesson as we investigate the proper utilization of generative technology," stated a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that can go wrong during the holidays, with the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that include AI-created content have become a increasing phenomenon among major companies, particularly for the Christmas campaign season.
- Another beverage giant has recently launched consecutive AI-created holiday commercials.
- Inherent Limitations: Because clips made using current AI video tools are more likely to distort the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also raised worries about job displacement in the creative sector, with some critics pointing out it could negatively impact opportunities for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the development required "over a month and a half" and involved creating "countless iterations" which were then edited during the edit "just as we would on any traditional production".
"This was not an experiment," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the sentiment for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis received a 61% "positive sentiment rating" from viewers.
However, other businesses have also received backlash for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The situation underscores the ongoing conversation within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
