McDonald's has pulled a holiday advert produced using generative AI following facing widespread criticism on social media.
The short ad was created with the help of AI video tools and was initially released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the advert. A number of labeled it "uncanny" and "awkwardly stitched together".
"This incident serves as an important learning as we examine the appropriate application of generative technology," said a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that often go badly during the holidays, using the tagline "the worst time of the year".
A Growing Trend of AI Commercials
Adverts that include AI-created content have become a growing phenomenon among large companies, particularly for the holiday season.
- Coca-Cola has recently launched consecutive AI-created Christmas commercials.
- Technical Challenges: Because clips created using generative AI are prone to become unstable the longer they run, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked fears about automation in the production industry, with some critics pointing out it might reduce opportunities for actors.
Response from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the production process required "over a month and a half" and involved creating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis received a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise received scrutiny for using AI in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The incident illustrates the ongoing discussion within the marketing and creative industries about the trade-off between AI efficiency and creative integrity.