McDonald's has pulled a holiday commercial created with generative AI after receiving significant criticism on social media.
The short film was created via generative AI clips and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, viewers on social media lambasted the use of AI in the commercial. Several labeled it "disturbing" and "awkwardly stitched together".
"This experience represents an key learning as we investigate the proper use of generative technology," said a spokesperson from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that might go awry during the festive season, using the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate generative AI have become a growing phenomenon among large brands, particularly for the Christmas period.
- Another beverage giant has also launched back-to-back AI-created Christmas ads.
- Inherent Limitations: As clips created with current AI video tools are susceptible to degrade the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the advertising industry, with some commenters stating it could negatively impact work for actors.
Response from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
According to her, the production process required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't just an AI gimmick," she said. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from the public.
However, several companies have likewise faced scrutiny for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The situation illustrates the continuing debate within the marketing and creative sectors about the trade-off between new tools and creative integrity.
