McDonald's has pulled a holiday commercial made with AI following receiving significant criticism on social media.
The brief spot was developed with the help of AI-generated video and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Shortly after its release, viewers on social media criticized the implementation of AI in the film. Several labeled it "uncanny" and "poorly edited".
"This moment is an important lesson as we explore the appropriate use of generative technology," said a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various things that often go badly during the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate AI tools have become a growing phenomenon among major corporations, particularly for the holiday period.
- Coca-Cola has similarly released back-to-back AI-generated holiday ads.
- Inherent Limitations: Because clips made using generative AI are susceptible to distort the longer they run, the majority of such clips tend to be about short in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the advertising sector, with some critics noting it could affect work for production staff.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
According to her, the creation took "over a month and a half" and involved creating "numerous versions" which were then edited during the edit "just as we would on any standard production".
"This wasn't just an experiment," she commented. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the response for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly achieved a significant "favorable response" from the public.
However, several companies have also encountered scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The incident illustrates the ongoing conversation within the marketing and production sectors about the balance between new tools and audience reception.
