McDonald's has pulled a holiday advertisement produced using generative AI following encountering widespread criticism on social media.
The brief spot was produced via AI-generated video and was first published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, audiences online denounced the employment of AI in the advert. A number of called it "creepy" and "jarringly assembled".
"This experience is an key learning as we investigate the effective application of generative technology," said a representative from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that might go awry over the Christmas break, with the theme "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Commercials that include generative AI have emerged as a growing phenomenon among prominent companies, notably for the holiday campaign season.
- Coca-Cola has recently launched consecutive AI-created holiday ads.
- Technical Challenges: Because clips created using generative AI are prone to distort the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the production sector, with some observers stating it could negatively impact work for camera crews.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
According to her, the development required "over a month and a half" and involved creating "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This was not an experiment," Bridge asserted. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's ad was largely criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand reportedly garnered a 61% "favorable response" from the public.
However, several companies have likewise received criticism for using the technique in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The incident highlights the ongoing discussion within the advertising and creative industries about the balance between new tools and human craftsmanship.
