McDonald's has pulled a holiday advertisement made using generative AI after facing widespread public disapproval.
The 45-second spot was produced using generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, viewers on social media lambasted the implementation of AI in the advert. Several described it as "uncanny" and "jarringly assembled".
"This incident represents an valuable lesson as we investigate the effective utilization of AI," said a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that often go badly during the festive season, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include AI-created content have become a increasing phenomenon among major companies, particularly for the Christmas period.
- Another beverage giant has recently released back-to-back AI-created Christmas ads.
- Inherent Limitations: Since videos created with current AI video tools are susceptible to distort the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about automation in the advertising sector, with some commenters pointing out it could affect opportunities for production staff.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "over a month and a half" and involved producing "countless iterations" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a significant "positive sentiment rating" from online commenters.
However, various brands have likewise received criticism for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The incident highlights the evolving conversation within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
