The global fast-food chain has taken down a holiday commercial created using generative AI after facing significant online backlash.
The brief spot was produced with the help of generative AI clips and was originally uploaded publicly for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Following its publication, audiences online denounced the employment of AI in the commercial. A number of labeled it "creepy" and "awkwardly stitched together".
"This moment serves as an valuable learning as we explore the proper utilization of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly over the festive season, under the theme "the most terrible time of the year".
The Phenomenon of AI in Advertising
Campaigns that include generative AI have emerged as a rising trend among prominent companies, especially for the holiday season.
- Coca-Cola has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: As segments produced using generative AI are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked worries about job displacement in the advertising sector, with some critics stating it could reduce work for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an experiment," Bridge asserted. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was mostly criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a significant "positive sentiment rating" from viewers.
However, several companies have also faced criticism for employing AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The episode highlights the continuing conversation within the marketing and creative sectors about the trade-off between technological innovation and human craftsmanship.
