McDonald's has taken down a holiday commercial created with AI following receiving widespread criticism on social media.
The short spot was created with the help of AI video tools and was first released online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, commenters criticized the use of AI in the film. Several called it "uncanny" and "jarringly assembled".
"This experience represents an important learning as we explore the proper application of generative technology," said a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that can go wrong over the festive season, using the theme "the worst time of the year".
A Growing Trend of AI Commercials
Adverts that incorporate AI tools have become a rising phenomenon among prominent corporations, notably for the Christmas period.
- Another beverage giant has also released back-to-back AI-generated holiday ads.
- Inherent Limitations: Since segments made with current AI video tools are susceptible to degrade the longer they run, most such clips tend to be roughly short in length.
- Broader Implications: The video also raised worries about job displacement in the production sector, with some observers noting it could reduce work for actors.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the production process required "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "just as we would on any traditional production".
"This was not an AI gimmick," she commented. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis received a 61% "favorable response" from viewers.
However, other businesses have also received criticism for using the technique in marketing. Luxury brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The episode illustrates the ongoing discussion within the marketing and production industries about the trade-off between new tools and creative integrity.
