McDonald's has pulled a holiday advert produced with generative AI following receiving widespread public disapproval.
The brief film was developed via AI-generated video and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, viewers on social media denounced the implementation of AI in the commercial. A number of labeled it "disturbing" and "poorly edited".
"This experience represents an key lesson as we investigate the appropriate use of generative technology," commented a statement from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that might go awry over the festive season, under the slogan "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that incorporate generative AI have emerged as a rising trend among prominent companies, notably for the holiday period.
- Coca-Cola has also launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Since videos produced with current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the creative industry, with some observers noting it could negatively impact opportunities for camera crews.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "over a month and a half" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was largely criticized, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis achieved a significant "positive feedback" from online commenters.
However, several companies have also encountered backlash for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The episode highlights the evolving conversation within the marketing and creative industries about the trade-off between new tools and audience reception.
