McDonald's has pulled a holiday commercial created via AI after facing significant criticism on social media.
The brief ad was produced using AI-generated video and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, audiences online denounced the implementation of AI in the commercial. Many called it "uncanny" and "awkwardly stitched together".
"This moment serves as an key lesson as we explore the appropriate utilization of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that might go awry over the holidays, with the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that include generative AI have become a growing phenomenon among large corporations, notably for the Christmas campaign season.
- Coca-Cola has also launched consecutive AI-created holiday ads.
- Technical Challenges: As videos produced using current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked worries about automation in the production sector, with some critics stating it could affect work for actors.
Defense from the Production Company
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the development required "over a month and a half" and involved generating "numerous versions" 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."
Mixed Public Reception
While the McDonald's commercial was largely panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand reportedly garnered a 61% "positive sentiment rating" from the public.
However, several companies have likewise faced scrutiny for using AI in marketing. Luxury brand Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The episode highlights the continuing conversation within the advertising and creative industries about the balance between new tools and audience reception.
