McDonald's has removed a holiday advertisement produced via generative AI after facing considerable public disapproval.
The short ad was produced using AI-generated video and was first published online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Following its publication, viewers on social media lambasted the use of AI in the film. Several described it as "creepy" and "poorly edited".
"This experience represents an valuable learning as we examine the effective utilization of generative technology," stated a representative from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various situations that can go wrong over the holidays, under the tagline "the most terrible time of the year".
The Movement of AI Commercials
Campaigns that incorporate AI tools have become a growing trend among major companies, particularly for the Christmas season.
- Another beverage giant has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: Because segments produced using generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about automation in the creative sector, with some critics pointing out it could affect work for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the creation required "seven weeks" and involved generating "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the response for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis garnered a 61% "favorable response" from viewers.
However, various brands have also encountered backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The incident highlights the continuing conversation within the marketing and production industries about the balance between technological innovation and human craftsmanship.
