McDonald's has pulled a holiday advertisement produced with generative AI following encountering considerable online backlash.
The brief spot was produced with the help of generative AI clips and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, commenters lambasted the employment of AI in the advert. Several labeled it "uncanny" and "poorly edited".
"This moment serves as an key lesson as we explore the appropriate application of generative technology," said a representative from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry during the holidays, using the tagline "the worst time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature generative AI have emerged as a rising phenomenon among large brands, notably for the holiday campaign season.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Technical Challenges: As clips made using generative AI are more likely to distort the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the production sector, with some commenters pointing out it could negatively impact opportunities for production staff.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the creation required "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "It was a film."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for other AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a significant "favorable response" from the public.
However, various brands have likewise encountered criticism for using AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The situation underscores the evolving conversation within the advertising and production sectors about the balance between new tools and creative integrity.
