McDonald's has pulled a holiday advertisement made using generative AI following receiving considerable public disapproval.
The 45-second film was developed using AI video tools and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the commercial. Many called it "creepy" and "poorly edited".
"This incident represents an key learning as we investigate the appropriate application of AI," stated a statement from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that often go badly over the Christmas break, with the slogan "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that feature AI-created content have become a increasing phenomenon among prominent corporations, notably for the holiday campaign season.
- Another beverage giant has also launched consecutive AI-generated holiday ads.
- Inherent Limitations: As segments made using current AI video tools are susceptible to become unstable the longer they run, most such clips tend to be only a few seconds in length.
- Broader Implications: The ad also raised concerns about the replacement of human roles in the production industry, with some commenters noting it might reduce opportunities for actors.
Defense from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't an AI trick," she commented. "It was a film."
Divisive Public Reception
While the McDonald's ad was predominantly panned, the sentiment for some AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas ad from another major brand according to analysis received a significant "positive feedback" from viewers.
However, several companies have likewise faced scrutiny for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The episode underscores the ongoing debate within the marketing and creative industries about the trade-off between new tools and human craftsmanship.
