McDonald's has removed a holiday commercial created via AI after receiving widespread criticism on social media.
The 45-second film was created via AI video tools and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Following its publication, audiences online lambasted the use of AI in the film. A number of described it as "disturbing" and "awkwardly stitched together".
"This incident is an important learning as we examine the appropriate use of Artificial Intelligence," stated a spokesperson from the company.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of things that often go badly during the holidays, with the tagline "not the most wonderful time of the year".
The Movement of AI Commercials
Commercials that include AI-created content have become a increasing phenomenon among large companies, especially for the holiday period.
- Another beverage giant has similarly released back-to-back AI-generated holiday ads.
- Inherent Limitations: Since 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 about short in length.
- Broader Implications: The video also sparked concerns about automation in the advertising industry, with some commenters noting it might affect opportunities for camera crews.
Defense from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the development required "seven weeks" and involved producing "numerous versions" which were then edited in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," she said. "The result was a film."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly garnered a significant "positive feedback" from online commenters.
However, several companies have likewise encountered backlash for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "uncanny".
The incident underscores the evolving discussion within the marketing and production sectors about the trade-off between new tools and human craftsmanship.
