McDonald's has removed a holiday advertisement made via generative AI following facing considerable public disapproval.
The short film was created via AI video tools and was initially released online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, viewers on social media criticized the use of AI in the film. A number of described it as "disturbing" and "jarringly assembled".
"This incident represents an key learning as we investigate the effective use of generative technology," commented a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that might go awry during the holidays, under the tagline "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that include generative AI have emerged as a increasing phenomenon among large brands, particularly for the holiday season.
- Coca-Cola has similarly launched consecutive AI-generated Christmas commercials.
- Technical Challenges: As clips made using current AI video tools are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also raised fears about automation in the advertising sector, with some commenters stating it could reduce opportunities for camera crews.
Response from the Production Company
Following 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 shaped in post-production "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "We consider it a film."
Mixed Public Reception
While the McDonald's ad was mostly panned, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday spot from another major brand reportedly garnered a significant "positive sentiment rating" from the public.
However, several companies have also encountered scrutiny for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".
The situation highlights the ongoing debate within the advertising and production sectors about the trade-off between AI efficiency and creative integrity.
