McDonald's has pulled a Christmas advert produced via generative AI after encountering significant criticism on social media.
The short ad was developed via AI-generated video and was first released online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online denounced the employment of AI in the film. Several labeled it "disturbing" and "awkwardly stitched together".
"This experience is an important learning as we examine the effective use of AI," stated a representative from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that often go badly over the holidays, with the tagline "the worst time of the year".
The Movement of AI in Advertising
Campaigns that feature generative AI have become a growing phenomenon among large companies, notably for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Technical Challenges: Since clips made using generative AI are prone to become unstable the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about automation in the production industry, with some commenters pointing out it might affect opportunities for actors.
Defense from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
She stated, the production process required "seven weeks" and involved creating "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI trick," she said. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the reception for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis garnered a 61% "favorable response" from the public.
However, several companies have likewise encountered backlash for using AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".
The situation underscores the continuing debate within the advertising and creative industries about the balance between AI efficiency and human craftsmanship.
