McDonald's has pulled a holiday commercial made via generative AI after receiving considerable criticism on social media.
The short film was created with the help of generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online lambasted the employment of AI in the advert. A number of called it "disturbing" and "jarringly assembled".
"This moment is an important lesson as we investigate the appropriate use of generative technology," stated a representative from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that might go awry over the Christmas break, using the tagline "the worst time of the year".
The Trend of AI in Advertising
Adverts that include generative AI have emerged as a growing phenomenon among major companies, notably for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: Since segments made using generative AI are more likely to become unstable the longer they run, most such clips tend to be roughly short in length.
- Industry Concerns: The ad also raised fears about automation in the creative industry, with some critics stating it might reduce work for camera crews.
Defense from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the development took "seven weeks" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't an AI trick," she commented. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday ad from another major brand reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, several companies have also received criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The situation highlights the evolving discussion within the marketing and creative industries about the balance between technological innovation and creative integrity.
