McDonald's has pulled a Christmas advert produced using generative AI after encountering considerable criticism on social media.
The 45-second spot was created via AI-generated video and was initially released online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, commenters lambasted the implementation of AI in the advert. Several labeled it "creepy" and "jarringly assembled".
"This experience is an key learning as we examine the proper utilization of generative technology," stated a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that can go wrong during the festive season, with the tagline "the most terrible time of the year".
A Growing Movement of AI in Advertising
Adverts that include AI tools have emerged as a growing trend among large companies, especially for the holiday campaign season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: As clips created with generative AI are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about job displacement in the creative industry, with some observers noting it could affect opportunities for production staff.
Defense from the Creators
After 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 "thousands of takes" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for other AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, other businesses have also received backlash for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode underscores the continuing discussion within the advertising and creative sectors about the balance between technological innovation and audience reception.
