McDonald's has removed a holiday commercial created using generative AI following facing widespread criticism on social media.
The 45-second film was created using AI-generated video and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the film. Many called it "disturbing" and "awkwardly stitched together".
"This moment represents an valuable lesson as we investigate the effective use of generative technology," commented a statement from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that can go wrong over the festive season, using the tagline "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate generative AI have emerged as a increasing phenomenon among prominent companies, particularly for the holiday period.
- Coca-Cola has recently released back-to-back AI-created Christmas ads.
- Technical Challenges: Because clips made with current AI video tools are susceptible to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about job displacement in the production industry, with some critics pointing out it might negatively impact work for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the creation took "seven weeks" and involved generating "countless iterations" which were then shaped during the edit "in the same way we would on any traditional production".
"This was not an experiment," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday ad from another major brand reportedly received a 61% "favorable response" from online commenters.
However, other businesses have likewise encountered scrutiny for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The situation underscores the evolving debate within the advertising and production industries about the balance between AI efficiency and creative integrity.
