McDonald's has pulled a holiday advert produced with generative AI following encountering significant public disapproval.
The brief film was developed with the help of AI-generated video and was first released publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the commercial. Several labeled it "creepy" and "jarringly assembled".
"This moment is an valuable lesson as we explore the proper application of generative technology," stated a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various things that often go badly during the holidays, using the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that incorporate AI-created content have emerged as a increasing phenomenon among prominent companies, especially for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since clips created using current AI video tools are prone to distort the more extended they are, most AI video outputs tend to be about short in length.
- Industry Concerns: The video also provoked fears about automation in the creative industry, with some critics noting it could affect opportunities for production staff.
Defense from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the sentiment for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis received a 61% "favorable response" from the public.
However, other businesses have also received criticism for employing AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The episode illustrates the evolving discussion within the marketing and creative industries about the trade-off between new tools and audience reception.
