McDonald's has pulled a holiday commercial made via generative AI following encountering considerable criticism on social media.
The brief ad was created with the help of generative AI clips and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, audiences online criticized the use of AI in the commercial. Many labeled it "disturbing" and "jarringly assembled".
"This moment serves as an key learning as we examine the effective utilization of generative technology," commented a representative from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of things that often go badly during the holidays, under the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate AI tools have become a rising trend among large companies, notably for the holiday season.
- Another beverage giant has also released back-to-back AI-created holiday ads.
- Inherent Limitations: As videos produced with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about automation in the creative sector, with some commenters noting it might reduce opportunities for production staff.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the creation required "seven weeks" and involved creating "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "It was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "positive feedback" from viewers.
However, various brands have likewise faced scrutiny for using AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The situation illustrates the ongoing conversation within the advertising and creative industries about the balance between technological innovation and audience reception.
