McDonald's has removed a Christmas commercial produced via generative AI following facing considerable online backlash.
The brief ad was produced using AI-generated video and was originally uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Following its publication, viewers on social media lambasted the use of AI in the film. Many labeled it "uncanny" and "jarringly assembled".
"This experience represents an valuable learning as we investigate the appropriate use of AI," commented a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that might go awry during the festive season, using the theme "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature generative AI have emerged as a growing phenomenon among major brands, especially for the Christmas campaign season.
- Coca-Cola has recently launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because segments created using generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the production sector, with some observers noting it might reduce opportunities for actors.
Response from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, stood by the advert.
She stated, the development took "seven weeks" and involved producing "countless iterations" which were then edited afterward "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a film."
Divisive Audience Sentiment
While the McDonald's ad was largely criticized, the response for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis received a 61% "positive sentiment rating" from online commenters.
However, various brands have also encountered criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The episode illustrates the ongoing conversation within the advertising and creative sectors about the balance between new tools and audience reception.
