McDonald's has taken down a holiday commercial produced via generative AI after receiving significant public disapproval.
The brief spot was created using generative AI clips and was initially published online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Shortly after its release, commenters lambasted the employment of AI in the film. Several labeled it "disturbing" and "poorly edited".
"This moment serves as an important learning as we investigate the effective use of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that can go wrong during the Christmas break, under the slogan "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that feature generative AI have become a rising phenomenon among large corporations, especially for the Christmas season.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Technical Challenges: As clips made with generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also raised fears about automation in the production industry, with some observers stating it might negatively impact work for production staff.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "over a month and a half" and involved creating "countless iterations" which were then crafted afterward "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly garnered a significant "positive feedback" from online commenters.
However, several companies have likewise faced criticism for using AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The episode underscores the evolving conversation within the advertising and creative industries about the balance between technological innovation and audience reception.
