McDonald's has pulled a holiday commercial created with generative AI after facing widespread criticism on social media.
The short spot was developed with the help of generative AI clips and was initially released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Following its publication, audiences online lambasted the use of AI in the advert. Several described it as "disturbing" and "awkwardly stitched together".
"This incident is an key lesson as we explore the effective use of generative technology," stated a representative from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various situations that can go wrong over the festive season, under the slogan "the worst time of the year".
A Growing Trend of AI Commercials
Commercials that feature generative AI have become a growing phenomenon among prominent brands, particularly for the Christmas period.
- Another beverage giant has recently released consecutive AI-created Christmas ads.
- Inherent Limitations: Because videos created using current AI video tools are prone to degrade the more extended they are, most such clips tend to be only short in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the production industry, with some observers stating it could negatively impact opportunities for actors.
Defense from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process took "over a month and a half" and involved creating "numerous versions" which were then edited in post-production "in the same way we would on any traditional production".
"This was not an experiment," she commented. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's ad was mostly criticized, the response for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly garnered a significant "positive sentiment rating" from viewers.
However, other businesses have likewise received scrutiny for using AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The incident highlights the continuing conversation within the advertising and production sectors about the trade-off between technological innovation and human craftsmanship.
