McDonald's has removed a holiday advert made with generative AI following facing significant online backlash.
The short film was created using generative AI clips and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, viewers on social media criticized the implementation of AI in the film. A number of labeled it "disturbing" and "awkwardly stitched together".
"This experience represents an key learning as we examine the effective use of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that might go awry over the festive season, using the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Commercials that incorporate generative AI have emerged as a growing phenomenon among large corporations, particularly for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-created holiday commercials.
- Inherent Limitations: As segments created using current AI video tools are prone to distort the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the advertising sector, with some observers stating it could affect opportunities for actors.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the project.
She stated, the creation required "over a month and a half" and involved generating "countless iterations" which were then edited afterward "in the same way we would on any high-craft production".
"This was not an AI trick," she commented. "It was a proper commercial."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, various brands have also encountered backlash for employing AI in marketing. Italian brand Valentino, for example, was lambasted for ads that some called "cheap" and "uncanny".
The incident underscores the ongoing discussion within the marketing and production sectors about the balance between AI efficiency and creative integrity.
