McDonald's has removed a holiday commercial produced using generative AI following encountering considerable online backlash.
The short film was produced with the help of AI video tools and was initially released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Following its publication, viewers on social media lambasted the use of AI in the film. Several described it as "disturbing" and "poorly edited".
"This incident represents an important learning as we investigate the proper utilization of AI," commented a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that might go awry over the holidays, under the slogan "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that incorporate generative AI have become a increasing phenomenon among large brands, notably for the Christmas campaign season.
- Coca-Cola has also released back-to-back AI-generated Christmas commercials.
- Technical Challenges: As clips made with generative AI are susceptible to degrade the longer they run, the majority of such clips tend to be only short in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the production sector, with some observers stating it could reduce opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the production process took "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This was not an AI gimmick," she commented. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the sentiment for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis received a significant "favorable response" from the public.
However, various brands have likewise received criticism for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "disturbing".
The situation illustrates the evolving conversation within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
