McDonald's has removed a holiday advert produced with generative AI following encountering considerable public disapproval.
The 45-second ad was created with the help of AI video tools and was originally uploaded online for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the film. Many labeled it "creepy" and "jarringly assembled".
"This incident represents an valuable learning as we explore the appropriate application of generative technology," stated a statement from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various situations that often go badly during the festive season, with the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Commercials that feature AI-created content have become a increasing phenomenon among prominent brands, especially for the Christmas campaign season.
- Coca-Cola has recently released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because videos made using generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also sparked worries about job displacement in the creative industry, with some observers noting it might negatively impact opportunities for camera crews.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "over a month and a half" and involved creating "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from the public.
However, various brands have likewise received criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The incident illustrates the evolving debate within the marketing and production sectors about the trade-off between technological innovation and human craftsmanship.
