McDonald's has removed a holiday advert produced via generative AI after encountering significant online backlash.
The brief film was developed using generative AI clips and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters lambasted the employment of AI in the film. Many labeled it "uncanny" and "awkwardly stitched together".
"This moment serves as an key lesson as we explore the appropriate application of Artificial Intelligence," said a representative from the company.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various things that can go wrong over the holidays, using the slogan "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that feature generative AI have emerged as a growing trend among major brands, notably for the holiday campaign season.
- Another beverage giant has also released consecutive AI-generated holiday ads.
- Inherent Limitations: Since segments created using current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked worries about job displacement in the production industry, with some critics noting it could negatively impact opportunities for actors.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process took "over a month and a half" and involved producing "thousands of takes" which were then edited afterward "in the same way we would on any high-craft production".
"This was not an AI trick," she commented. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a 61% "favorable response" from viewers.
However, various brands have likewise encountered criticism for using AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "disturbing".
The situation illustrates the evolving conversation within the advertising and production industries about the balance between technological innovation and creative integrity.
