McDonald's has removed a holiday commercial created via generative AI following receiving significant public disapproval.
The 45-second film was developed with the help of AI-generated video and was first published online for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Following its publication, commenters lambasted the employment of AI in the advert. Many labeled it "uncanny" and "jarringly assembled".
"This incident is an important lesson as we explore the effective use of AI," commented a spokesperson from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that can go wrong over the festive season, with the tagline "the worst time of the year".
A Growing Trend of AI in Advertising
Adverts that incorporate AI-created content have become a rising trend among prominent corporations, especially for the holiday season.
- Another beverage giant has similarly released consecutive AI-generated Christmas ads.
- Inherent Limitations: As videos made with current AI video tools are more likely to distort the more extended they are, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also provoked fears about job displacement in the production sector, with some commenters stating it might negatively impact work for camera crews.
Response from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
According to her, the production process required "over a month and a half" and involved creating "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an experiment," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly achieved a 61% "positive feedback" from the public.
However, several companies have likewise received backlash for using the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "disturbing".
The situation underscores the continuing debate within the marketing and creative sectors about the balance between technological innovation and creative integrity.
