McDonald's has removed a holiday commercial produced with generative AI after encountering widespread public disapproval.
The 45-second ad was developed using AI-generated video and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media lambasted the implementation of AI in the film. Many called it "disturbing" and "awkwardly stitched together".
"This experience serves as an key lesson as we explore the proper application of Artificial Intelligence," said a representative from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry over the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that include generative AI have become a growing phenomenon among prominent companies, particularly for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-generated Christmas commercials.
- Technical Challenges: As clips produced with generative AI are more likely to degrade the longer they run, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also raised concerns about job displacement in the advertising industry, with some commenters stating it could reduce opportunities for camera crews.
Defense from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis achieved a significant "positive feedback" from viewers.
However, other businesses have likewise received backlash for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The situation highlights the continuing debate within the marketing and production sectors about the trade-off between technological innovation and audience reception.
