McDonald's has pulled a holiday commercial made via AI following encountering considerable public disapproval.
The short ad was developed via generative AI clips and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, viewers on social media criticized the implementation of AI in the advert. Several labeled it "creepy" and "awkwardly stitched together".
"This incident serves as an key learning as we investigate the effective utilization of AI," said a spokesperson from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that often go badly during the Christmas break, with the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI tools have become a increasing phenomenon among large corporations, notably for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Because segments created using generative AI are more likely to degrade the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also sparked worries about automation in the production sector, with some observers stating it could negatively impact opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
Bridge claimed, the creation took "seven weeks" and involved producing "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an experiment," Bridge asserted. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly received a significant "favorable response" from online commenters.
However, other businesses have also faced backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The episode illustrates the continuing discussion within the advertising and production industries about the trade-off between new tools and creative integrity.
