McDonald's has pulled a holiday commercial created using generative AI after receiving considerable criticism on social media.
The brief film was created via AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Soon after it aired, audiences online denounced the implementation of AI in the film. Many described it as "creepy" and "jarringly assembled".
"This experience is an key lesson as we investigate the proper utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that might go awry during the holidays, with the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Adverts that include generative AI have become a growing trend among prominent brands, especially for the holiday season.
- Another beverage giant has also launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As segments produced using generative AI are more likely to degrade the longer they run, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also provoked concerns about job displacement in the creative industry, with some critics pointing out it could reduce opportunities for camera crews.
Response from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development required "seven weeks" and involved generating "numerous versions" which were then edited in post-production "just as we would on any standard production".
"This was not an experiment," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from online commenters.
However, several companies have also received backlash for using the technique in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "lazy" and "disturbing".
The incident underscores the ongoing discussion within the marketing and creative sectors about the balance between technological innovation and audience reception.
