McDonald's has pulled a holiday advert made with generative AI after encountering considerable online backlash.
The 45-second film was produced with the help of generative AI clips and was initially uploaded publicly for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Following its publication, viewers on social media denounced the use of AI in the film. A number of described it as "uncanny" and "jarringly assembled".
"This experience serves as an valuable learning as we explore the proper utilization of AI," commented a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that can go wrong over the holidays, using the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Commercials that include AI-created content have emerged as a increasing phenomenon among large companies, notably for the Christmas period.
- Another beverage giant has similarly released consecutive AI-generated Christmas ads.
- Technical Challenges: Because clips produced using generative AI are more likely to degrade the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about job displacement in the production industry, with some commenters pointing out it could reduce work for actors.
Defense from the Production Company
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the creation required "seven weeks" and involved generating "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was largely panned, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas spot from another major brand reportedly received a 61% "positive feedback" from the public.
However, other businesses have likewise received criticism for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "uncanny".
The episode underscores the ongoing discussion within the marketing and creative sectors about the trade-off between AI efficiency and audience reception.
