McDonald's has taken down a Christmas advertisement produced with generative AI after receiving considerable online backlash.
The brief spot was produced via generative AI clips and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Shortly after its release, audiences online lambasted the implementation of AI in the commercial. Many labeled it "disturbing" and "jarringly assembled".
"This incident is an key learning as we investigate the effective use of generative technology," commented a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed various situations that often go badly during the Christmas break, with the slogan "the worst time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a rising phenomenon among major brands, notably for the holiday campaign season.
- Coca-Cola has also launched consecutive AI-created holiday commercials.
- Technical Challenges: Because segments produced using current AI video tools are prone to distort the longer they run, the majority of such clips tend to be about short in length.
- Industry Concerns: The ad also raised concerns about job displacement in the creative industry, with some observers stating it might reduce opportunities for actors.
Response from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the creation required "over a month and a half" and involved generating "countless iterations" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand reportedly received a 61% "positive sentiment rating" from the public.
However, several companies have likewise faced criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The incident underscores the continuing discussion within the marketing and creative sectors about the trade-off between technological innovation and human craftsmanship.
