McDonald's has pulled a holiday advert created using generative AI after facing widespread online backlash.
The brief spot was developed using generative AI clips and was initially released publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, commenters criticized the use of AI in the advert. Many called it "disturbing" and "jarringly assembled".
"This moment serves as an valuable lesson as we explore the proper application of generative technology," commented a statement from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that can go wrong over the holidays, with the theme "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI tools have become a increasing trend among major brands, notably for the holiday season.
- Coca-Cola has also launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since segments produced using current AI video tools are prone to degrade the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised worries about job displacement in the production industry, with some commenters noting it might affect work for camera crews.
Response from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the creation required "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't just an AI gimmick," she said. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was largely criticized, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly achieved a 61% "positive feedback" from viewers.
However, several companies have likewise received backlash for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some described as "lazy" and "disturbing".
The episode underscores the ongoing discussion within the marketing and creative sectors about the balance between technological innovation and creative integrity.
