McDonald's has pulled a holiday commercial made using generative AI following encountering considerable criticism on social media.
The short spot was developed using AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the film. Many described it as "creepy" and "awkwardly stitched together".
"This incident represents an key learning as we explore the proper application of generative technology," stated a statement from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that might go awry over the holidays, with the tagline "the worst time of the year".
The Trend of AI Commercials
Campaigns that include AI tools have become a growing trend among prominent brands, notably for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since clips made using current AI video tools are prone to distort the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about the replacement of human roles in the creative industry, with some observers pointing out it might reduce work for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
According to her, the creation took "seven weeks" and involved generating "numerous versions" which were then edited afterward "just as we would on any standard production".
"This was not an AI gimmick," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from the public.
However, various brands have also received criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The episode illustrates the continuing debate within the advertising and creative sectors about the balance between new tools and creative integrity.
