McDonald's has pulled a holiday advert created using generative AI after receiving considerable online backlash.
The 45-second ad was created using AI-generated video and was originally published publicly for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online criticized the implementation of AI in the advert. A number of labeled it "creepy" and "poorly edited".
"This moment is an key lesson as we investigate the proper application of AI," commented a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that can go wrong over the holidays, using the slogan "the worst time of the year".
A Growing Trend of AI-Generated Ads
Adverts that feature AI-created content have emerged as a increasing trend among major brands, notably for the holiday period.
- Another beverage giant has recently launched consecutive AI-created Christmas commercials.
- Technical Challenges: Since videos made with current AI video tools are prone to degrade the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked concerns about job displacement in the creative industry, with some observers noting it might negatively impact opportunities for camera crews.
Response from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI trick," she said. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from online commenters.
However, various brands have also faced criticism for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "disturbing".
The situation underscores the ongoing discussion within the marketing and production sectors about the balance between technological innovation and creative integrity.
