McDonald's has taken down a holiday advertisement made via generative AI after receiving widespread online backlash.
The short film was created via AI video tools and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the film. Many described it as "uncanny" and "awkwardly stitched together".
"This incident represents an key learning as we examine the proper use of generative technology," said a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that can go wrong over the holidays, using the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that incorporate generative AI have emerged as a rising trend among prominent brands, particularly for the Christmas period.
- Another beverage giant has recently launched back-to-back AI-created holiday ads.
- Inherent Limitations: Since videos produced with generative AI are susceptible to distort the longer they run, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about automation in the production sector, with some observers noting it could reduce work for production staff.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the creation required "over a month and a half" and involved generating "numerous versions" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she said. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the response for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive feedback" from viewers.
However, several companies have also received scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The situation illustrates the evolving conversation within the marketing and creative industries about the balance between technological innovation and human craftsmanship.
