McDonald's has removed a holiday advertisement created using generative AI after facing significant online backlash.
The brief spot was produced with the help of generative AI clips and was first released publicly for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Shortly after its release, viewers on social media denounced the use of AI in the advert. Many called it "disturbing" and "poorly edited".
"This moment represents an important lesson as we examine the appropriate application of AI," commented a spokesperson from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed various things that can go wrong over the festive season, with the theme "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature generative AI have become a increasing phenomenon among prominent brands, particularly for the holiday campaign season.
- Coca-Cola has also launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Since videos created with generative AI are prone to distort the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also raised concerns about automation in the advertising industry, with some observers noting it might reduce opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the development took "over a month and a half" and involved creating "numerous versions" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from another major brand reportedly achieved a 61% "positive feedback" from online commenters.
However, several companies have also faced scrutiny for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The situation illustrates the evolving discussion within the marketing and creative sectors about the balance between technological innovation and human craftsmanship.
