McDonald's has taken down a holiday advertisement produced with generative AI after receiving significant online backlash.
The short film was created via AI video tools and was first published publicly for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters denounced the use of AI in the advert. A number of called it "uncanny" and "poorly edited".
"This incident serves as an valuable learning as we investigate the effective use of generative technology," stated a spokesperson from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed various things that might go awry during the holidays, using the tagline "the worst time of the year".
A Growing Trend of AI Commercials
Campaigns that feature AI tools have emerged as a increasing trend among major companies, notably for the holiday campaign season.
- Another beverage giant has also launched consecutive AI-created Christmas ads.
- Technical Challenges: Because videos created using generative AI are more likely to distort the more extended they are, most such clips tend to be roughly short in length.
- Industry Concerns: The ad also provoked concerns about automation in the creative industry, with some critics pointing out it might affect work for camera crews.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the production process required "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any traditional production".
"This was not an experiment," she said. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the response for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday spot from another major brand according to analysis garnered a significant "positive feedback" from the public.
However, other businesses have also faced backlash for employing the technique in marketing. Italian brand Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The episode highlights the continuing debate within the marketing and production industries about the balance between AI efficiency and creative integrity.
