McDonald's has taken down a Christmas advertisement created using generative AI following receiving significant public disapproval.
The brief ad was developed using AI video tools and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Shortly after its release, audiences online lambasted the employment of AI in the film. Many described it as "uncanny" and "awkwardly stitched together".
"This incident represents an key learning as we examine the effective utilization of AI," commented a representative from the company.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that might go awry over the festive season, using the tagline "the worst time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a rising phenomenon among prominent corporations, particularly for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Because segments created with generative AI are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also provoked fears about job displacement in the production sector, with some critics stating it could reduce opportunities for production staff.
Response from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
She stated, the production process required "seven weeks" and involved producing "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the response for other AI-generated campaigns has been divisive.
For instance, a recent AI-created holiday ad from another major brand according to analysis received a 61% "positive sentiment rating" from viewers.
However, various brands have also received criticism for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The episode highlights the ongoing discussion within the advertising and production industries about the trade-off between new tools and audience reception.
