McDonald's has removed a holiday advertisement created via generative AI following encountering considerable criticism on social media.
The short ad was created via generative AI clips and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Shortly after its release, audiences online lambasted the use of AI in the commercial. A number of described it as "uncanny" and "poorly edited".
"This incident represents an key lesson as we examine the appropriate use of AI," stated a representative from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of things that often go badly over the Christmas break, with the tagline "the worst time of the year".
The Movement of AI Commercials
Commercials that incorporate generative AI have become a rising phenomenon among large corporations, especially for the holiday season.
- Another beverage giant has also released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since videos made with current AI video tools are prone to become unstable the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised fears about the replacement of human roles in the production industry, with some observers noting it could reduce work for actors.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the creation required "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was largely criticized, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis received a 61% "positive feedback" from viewers.
However, several companies have likewise faced backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The incident highlights the evolving discussion within the marketing and creative sectors about the balance between new tools and creative integrity.
