McDonald's has removed a holiday commercial created using generative AI after facing considerable public disapproval.
The brief ad was created using generative AI clips and was first released online for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Following its publication, viewers on social media criticized the implementation of AI in the film. Many described it as "uncanny" and "awkwardly stitched together".
"This incident is an valuable lesson as we examine the effective application of AI," commented a spokesperson from the company.
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 during the Christmas break, with the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI tools have emerged as a growing trend among prominent brands, particularly for the holiday season.
- Coca-Cola has recently launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because clips made with generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the production sector, with some commenters stating it could affect opportunities for production staff.
Response from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
According to her, the creation took "over a month and a half" and involved generating "thousands of takes" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't an AI trick," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the response for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, other businesses have also encountered scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The situation highlights the evolving conversation within the advertising and production sectors about the balance between new tools and audience reception.
