McDonald's has pulled a holiday advertisement produced using generative AI following encountering significant criticism on social media.
The brief film was created using AI-generated video and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the film. Several called it "disturbing" and "awkwardly stitched together".
"This moment represents an important lesson as we investigate the proper application of generative technology," commented a statement from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that often go badly during the festive season, using the slogan "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that include AI tools have emerged as a increasing phenomenon among prominent brands, particularly for the Christmas season.
- Another beverage giant has also released consecutive AI-generated holiday commercials.
- Inherent Limitations: Since videos made using current AI video tools are more likely to become unstable the more extended they are, most AI video outputs tend to be about short in length.
- Industry Concerns: The ad also provoked worries about job displacement in the advertising industry, with some observers pointing out it might affect opportunities for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the development took "seven weeks" and involved creating "numerous versions" which were then edited in post-production "just as we would on any traditional production".
"This was not an AI gimmick," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's commercial was largely panned, the sentiment for some AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday spot from another major brand according to analysis received a 61% "favorable response" from the public.
However, various brands have likewise encountered scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "disturbing".
The situation underscores the ongoing debate within the advertising and production sectors about the balance between new tools and audience reception.
