McDonald's has removed a holiday advertisement produced via generative AI following encountering considerable criticism on social media.
The short ad was developed via generative AI clips and was first published online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, commenters lambasted the implementation of AI in the commercial. Many labeled it "uncanny" and "poorly edited".
"This incident is an valuable lesson as we investigate the appropriate utilization of AI," stated a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that can go wrong over the festive season, with the theme "the most terrible time of the year".
The Trend of AI-Generated Ads
Adverts that incorporate generative AI have emerged as a growing phenomenon among prominent companies, particularly for the holiday period.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: As segments produced with current AI video tools are susceptible to distort the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also provoked fears about automation in the creative sector, with some critics stating it could negatively impact opportunities for production staff.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development took "seven weeks" and involved creating "numerous versions" which were then crafted afterward "in the same way we would on any standard production".
"This was not an AI trick," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-created holiday ad from another major brand according to analysis received a significant "favorable response" from online commenters.
However, various brands have likewise encountered scrutiny for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The episode illustrates the ongoing discussion within the marketing and production sectors about the balance between AI efficiency and audience reception.
