McDonald's has taken down a holiday advert made using generative AI following facing widespread public disapproval.
The short spot was developed using AI-generated video and was originally released publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the commercial. Many called it "uncanny" and "awkwardly stitched together".
"This experience is an important lesson as we examine the proper utilization of AI," said a statement from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that often go badly over the holidays, under the theme "the worst time of the year".
The Movement of AI-Generated Ads
Adverts that feature generative AI have emerged as a growing trend among large companies, especially for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-created Christmas ads.
- Technical Challenges: Because segments created with current AI video tools are more likely to become unstable the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also raised worries about automation in the production sector, with some observers pointing out it could affect opportunities for production staff.
Defense from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
She stated, the production process took "seven weeks" and involved producing "countless iterations" which were then shaped in post-production "just as we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis received a significant "positive sentiment rating" from online commenters.
However, other businesses have also encountered scrutiny for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The incident highlights the ongoing discussion within the marketing and creative sectors about the balance between technological innovation and audience reception.
