McDonald's has taken down a holiday commercial made with generative AI after receiving considerable online backlash.
The brief spot was created via generative AI clips and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, commenters criticized the implementation of AI in the commercial. Several described it as "uncanny" and "jarringly assembled".
"This incident is an important lesson as we investigate the proper utilization of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various things that might go awry during the Christmas break, using the tagline "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature AI tools have emerged as a growing phenomenon among major corporations, notably for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-created holiday commercials.
- Inherent Limitations: As segments created with current AI video tools are prone to degrade the longer they run, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the advertising industry, with some commenters noting it might reduce opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the development required "seven weeks" and involved generating "numerous versions" which were then crafted afterward "in the same way we would on any traditional production".
"This was not an AI gimmick," she commented. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis achieved a 61% "favorable response" from online commenters.
However, several companies have likewise faced scrutiny for using AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The situation highlights the ongoing conversation within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
