McDonald's has pulled a holiday commercial produced with generative AI following facing widespread public disapproval.
The short ad was produced via generative AI clips and was initially released online for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, commenters lambasted the use of AI in the film. Several called it "uncanny" and "poorly edited".
"This incident is an key lesson as we investigate the appropriate utilization of generative technology," said a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that can go wrong over the Christmas break, with the slogan "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that incorporate AI-created content have become a growing trend among prominent companies, particularly for the holiday campaign season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: As clips produced with generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also raised fears about job displacement in the creative industry, with some observers pointing out it could reduce opportunities for camera crews.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "seven weeks" and involved creating "numerous versions" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis garnered a significant "positive sentiment rating" from viewers.
However, several companies have also received scrutiny for using AI in advertising. Italian brand Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The situation underscores the ongoing discussion within the advertising and production industries about the trade-off between new tools and creative integrity.
