McDonald's has removed a holiday commercial produced via generative AI after facing significant public disapproval.
The brief ad was created using AI-generated video and was first released online for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, viewers on social media criticized the employment of AI in the film. A number of called it "uncanny" and "jarringly assembled".
"This incident is an valuable lesson as we explore the appropriate utilization of generative technology," commented a spokesperson from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that can go wrong during the festive season, under the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that incorporate AI-created content have emerged as a rising trend among large brands, particularly for the holiday season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Because clips made using current AI video tools are more likely to become unstable the longer they run, most such clips tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked fears about automation in the production industry, with some observers stating it might affect opportunities for camera crews.
Response from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the production process required "seven weeks" and involved producing "thousands of takes" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she said. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly garnered a 61% "favorable response" from the public.
However, other businesses have likewise encountered backlash for using the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The incident highlights the ongoing conversation within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
