McDonald's has removed a holiday commercial created using generative AI after encountering considerable online backlash.
The 45-second ad was produced via generative AI clips and was first published online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Following its publication, commenters criticized the employment of AI in the film. Many called it "disturbing" and "poorly edited".
"This moment is an valuable learning as we examine the proper utilization of generative technology," said a representative from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that might go awry over the festive season, with the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that incorporate AI tools have emerged as a rising trend among major corporations, especially for the Christmas period.
- Coca-Cola has recently launched back-to-back AI-created holiday commercials.
- Technical Challenges: As videos created with current AI video tools are more likely to degrade the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked fears about job displacement in the creative industry, with some observers pointing out it could reduce opportunities for camera crews.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the production process took "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis received a significant "positive feedback" from online commenters.
However, several companies have likewise received backlash for employing AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The situation illustrates the evolving debate within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
