McDonald's has pulled a holiday commercial made via Artificial Intelligence following encountering significant public disapproval.
The 45-second spot was produced using AI video tools and was first released online for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, viewers on social media denounced the employment of AI in the commercial. A number of labeled it "disturbing" and "awkwardly stitched together".
"This incident is an key learning as we examine the appropriate use of generative technology," stated a spokesperson from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that often go badly over the Christmas break, with the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature AI-created content have emerged as a growing trend among major corporations, notably for the holiday season.
- Another beverage giant has recently released consecutive AI-generated holiday commercials.
- Inherent Limitations: As segments produced with generative AI are prone to degrade the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also raised fears about job displacement in the production sector, with some observers stating it might reduce work for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the development took "seven weeks" and involved generating "countless iterations" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't an AI trick," she said. "The result was a film."
Divisive Public Reception
While the McDonald's ad was mostly panned, the sentiment for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis garnered a significant "favorable response" from the public.
However, various brands have also faced backlash for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The incident illustrates the evolving discussion within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.