McDonald's has taken down a holiday commercial made via generative AI after encountering widespread public disapproval.
The brief ad was developed using AI video tools and was originally published online for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Soon after it aired, viewers on social media denounced the use of AI in the commercial. A number of labeled it "uncanny" and "awkwardly stitched together".
"This incident is an valuable lesson as we explore the effective utilization of AI," said a spokesperson from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that can go wrong over the festive season, using the slogan "the worst time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature AI tools have emerged as a rising trend among prominent companies, especially for the Christmas period.
- Coca-Cola has also launched back-to-back AI-generated holiday ads.
- Technical Challenges: Because clips made using generative AI are more likely to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also raised worries about automation in the creative sector, with some observers noting it might negatively impact opportunities for camera crews.
Response from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "seven weeks" and involved generating "countless iterations" which were then shaped afterward "just as we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "The result was a film."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from the public.
However, other businesses have also faced criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The situation illustrates the ongoing discussion within the marketing and creative industries about the trade-off between technological innovation and audience reception.
