McDonald's has removed a holiday commercial created using generative AI after encountering considerable public disapproval.
The 45-second ad was developed via AI-generated video and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, viewers on social media lambasted the implementation of AI in the film. A number of described it as "creepy" and "jarringly assembled".
"This incident serves as an key lesson as we investigate the proper use of generative technology," said a statement from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that might go awry during the Christmas break, under the slogan "not the most wonderful time of the year".
The Trend of AI in Advertising
Campaigns that include generative AI have emerged as a growing trend among major brands, particularly for the holiday season.
- Another beverage giant has recently launched back-to-back AI-created Christmas ads.
- Technical Challenges: Because segments created with current AI video tools are more likely to degrade the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about job displacement in the advertising sector, with some commenters stating it could reduce work for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the development took "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't an experiment," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand according to analysis garnered a 61% "favorable response" from the public.
However, several companies have also encountered scrutiny for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode illustrates the ongoing discussion within the advertising and creative industries about the balance between AI efficiency and human craftsmanship.
