McDonald's has removed a holiday advert made using AI after encountering widespread public disapproval.
The 45-second film was created using AI video tools and was initially released online for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, audiences online lambasted the employment of AI in the advert. A number of labeled it "disturbing" and "jarringly assembled".
"This incident is an key learning as we examine the appropriate application of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that often go badly during the holidays, using the tagline "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Adverts that incorporate generative AI have become a growing phenomenon among major companies, notably for the holiday period.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Technical Challenges: Since videos made with current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also raised concerns about the replacement of human roles in the production sector, with some commenters stating it could reduce work for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved producing "numerous versions" which were then shaped during the edit "in the same way we would on any standard production".
"This wasn't just an experiment," Bridge asserted. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand reportedly received a 61% "favorable response" from the public.
However, other businesses have likewise faced backlash for employing the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The situation illustrates the ongoing conversation within the marketing and creative industries about the trade-off between new tools and creative integrity.
