McDonald's has pulled a holiday advert produced using Artificial Intelligence after receiving widespread public disapproval.
The short spot was developed with the help of generative AI clips and was first published publicly for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the film. A number of called it "disturbing" and "awkwardly stitched together".
"This incident represents an important lesson as we investigate the appropriate application of generative technology," commented a representative from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that might go awry during the Christmas break, under the tagline "the worst time of the year".
The Movement of AI Commercials
Campaigns that incorporate generative AI have become a rising phenomenon among prominent companies, especially for the Christmas season.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Technical Challenges: As videos made with generative AI are more likely to become unstable the more extended they are, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the advertising industry, with some observers stating it might negatively impact opportunities for production staff.
Response from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
According to her, the development took "over a month and a half" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any standard production".
"This wasn't an experiment," she commented. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the response for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis received a 61% "positive feedback" from viewers.
However, various brands have likewise faced backlash for using AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The situation illustrates the evolving conversation within the marketing and creative sectors about the trade-off between new tools and creative integrity.
