McDonald's has removed a holiday advertisement made with generative AI following facing widespread criticism on social media.
The short ad was created with the help of AI video tools and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This incident serves as an important learning as we explore the effective use of AI," said a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that often go badly during the Christmas break, using the slogan "the most terrible time of the year".
The Phenomenon of AI Commercials
Commercials that feature generative AI have become a increasing trend among large corporations, especially for the holiday campaign season.
- Coca-Cola has also launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because clips made with generative AI are more likely to distort the longer they run, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also provoked worries about automation in the creative sector, with some commenters pointing out it could affect work for production staff.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the development required "over a month and a half" and involved creating "numerous versions" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the McDonald's ad was largely criticized, the response for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly received a significant "positive feedback" from the public.
However, other businesses have also received backlash for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The incident illustrates the continuing debate within the marketing and production sectors about the trade-off between new tools and creative integrity.
