McDonald's has pulled a holiday advertisement produced with generative AI following receiving considerable online backlash.
The brief ad was produced via AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media denounced the implementation of AI in the commercial. Several called it "creepy" and "awkwardly stitched together".
"This incident represents an key learning as we examine the effective application of AI," stated a representative from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that can go wrong during the Christmas break, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that incorporate AI-created content have become a increasing phenomenon among large corporations, especially for the Christmas season.
- Another beverage giant has similarly released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since clips made with current AI video tools are susceptible to degrade the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked fears about the replacement of human roles in the advertising industry, with some critics pointing out it might affect opportunities for camera crews.
Response from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand reportedly garnered a significant "favorable response" from online commenters.
However, other businesses have also encountered backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The incident illustrates the evolving discussion within the marketing and production sectors about the balance between AI efficiency and audience reception.
