McDonald's has removed a holiday advertisement produced using generative AI following facing significant online backlash.
The short spot was created with the help of AI-generated video and was first released online for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, audiences online lambasted the use of AI in the advert. Several called it "uncanny" and "poorly edited".
"This incident is an key learning as we explore the appropriate use of AI," commented a representative from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that might go awry over the Christmas break, with the slogan "the most terrible time of the year".
A Growing Movement of AI Commercials
Commercials that feature AI-created content have emerged as a rising phenomenon among prominent brands, notably for the holiday campaign season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because segments produced using current AI video tools are susceptible to distort the more extended they are, most such clips tend to be roughly short in length.
- Broader Implications: The ad also sparked fears about automation in the advertising industry, with some critics noting it might reduce opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any high-craft production".
"This was not an AI gimmick," she said. "It was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the reception for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from the public.
However, several companies have also faced backlash for employing the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some described as "lazy" and "disturbing".
The incident highlights the ongoing debate within the marketing and production industries about the trade-off between AI efficiency and human craftsmanship.
