McDonald's has pulled a holiday advertisement made via generative AI following facing significant criticism on social media.
The brief film was developed with the help of AI video tools and was originally uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Following its publication, audiences online criticized the employment of AI in the film. Many called it "creepy" and "poorly edited".
"This incident serves as an important learning as we investigate the appropriate use of AI," stated a statement from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that might go awry over the holidays, under the theme "the most terrible time of the year".
The Trend of AI Commercials
Commercials that include AI-created content have become a growing phenomenon among prominent corporations, especially for the Christmas period.
- Another beverage giant has similarly released back-to-back AI-generated holiday commercials.
- Technical Challenges: Because segments made with current AI video tools are more likely to degrade the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the advertising industry, with some critics pointing out it could negatively impact work for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the production process took "over a month and a half" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an AI trick," she commented. "The result was a film."
Divisive Audience Sentiment
While the McDonald's ad was largely criticized, the sentiment for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand reportedly garnered a 61% "favorable response" from viewers.
However, other businesses have also faced scrutiny for using the technique in advertising. Italian brand Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The episode underscores the evolving discussion within the marketing and production sectors about the balance between AI efficiency and creative integrity.
