McDonald's has pulled a holiday commercial made with AI after encountering significant public disapproval.
The brief spot was created via AI-generated video and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Following its publication, viewers on social media lambasted the use of AI in the commercial. A number of described it as "uncanny" and "awkwardly stitched together".
"This incident serves as an valuable lesson as we explore the appropriate utilization of generative technology," said a statement from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that often go badly during the holidays, using the tagline "the most terrible time of the year".
The Movement of AI in Advertising
Campaigns that incorporate generative AI have become a growing trend among large brands, notably for the Christmas campaign season.
- Coca-Cola has recently released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since videos made using generative AI are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the advertising sector, with some commenters stating it might negatively impact opportunities for actors.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the creation took "seven weeks" and involved producing "thousands of takes" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't an AI trick," she commented. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the reception for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from online commenters.
However, various brands have likewise faced backlash for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The situation highlights the continuing conversation within the advertising and production sectors about the trade-off between technological innovation and creative integrity.
