McDonald's has removed a holiday advert produced with generative AI following receiving widespread online backlash.
The short ad was developed using AI-generated video and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Following its publication, viewers on social media criticized the employment of AI in the advert. A number of labeled it "creepy" and "jarringly assembled".
"This incident serves as an important learning as we examine the appropriate use of generative technology," stated a spokesperson from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed a series of situations that might go awry during the holidays, with the tagline "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Adverts that incorporate generative AI have emerged as a increasing phenomenon among prominent brands, notably for the holiday season.
- Coca-Cola has also launched back-to-back AI-created holiday commercials.
- Inherent Limitations: As clips produced using current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be only short in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the creative industry, with some observers stating it might negatively impact work for actors.
Defense from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the production process took "seven weeks" and involved producing "numerous versions" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the response for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand reportedly received a significant "favorable response" from online commenters.
However, several companies have also received criticism for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The incident underscores the continuing conversation within the marketing and production industries about the balance between technological innovation and human craftsmanship.
