McDonald's has removed a holiday commercial produced via generative AI after encountering widespread criticism on social media.
The short film was created with the help of AI-generated video and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Shortly after its release, viewers on social media denounced the use of AI in the advert. Many called it "creepy" and "jarringly assembled".
"This incident is an important lesson as we explore the effective use of generative technology," said a spokesperson from the company.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that might go awry during the Christmas break, under the theme "the worst time of the year".
A Growing Movement of AI in Advertising
Adverts that incorporate AI tools have become a increasing phenomenon among large brands, notably for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Since segments made using current AI video tools are more likely to become unstable the more extended they are, most such clips tend to be about a few seconds in length.
- Broader Implications: The ad also raised concerns about automation in the production industry, with some critics noting it might affect opportunities for camera crews.
Response from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development required "seven weeks" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't just an experiment," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was largely panned, the response for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis achieved a 61% "positive feedback" from online commenters.
However, several companies have also faced backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The incident underscores the ongoing debate within the marketing and production sectors about the trade-off between AI efficiency and human craftsmanship.
