McDonald's has pulled a holiday commercial produced with generative AI following encountering widespread online backlash.
The short film was developed using AI video tools and was initially published publicly for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Following its publication, commenters criticized the use of AI in the commercial. Several called it "uncanny" and "jarringly assembled".
"This incident serves as an important lesson as we explore the appropriate application of generative technology," stated a representative from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly over the holidays, using the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Adverts that include AI-created content have emerged as a rising trend among major brands, especially for the Christmas campaign season.
- Another beverage giant has recently launched consecutive AI-generated holiday ads.
- Inherent Limitations: As clips made with current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about automation in the creative sector, with some observers pointing out it might reduce opportunities for camera crews.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the development required "over a month and a half" and involved producing "countless iterations" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis garnered a 61% "favorable response" from online commenters.
However, other businesses have likewise encountered criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "disturbing".
The situation illustrates the continuing discussion within the marketing and creative industries about the balance between AI efficiency and creative integrity.
