McDonald's has pulled a holiday commercial created using generative AI after facing significant criticism on social media.
The short spot was produced using generative AI clips and was originally uploaded online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Following its publication, commenters criticized the use of AI in the advert. Many described it as "disturbing" and "awkwardly stitched together".
"This incident is an important learning as we investigate the effective use of Artificial Intelligence," stated a representative from the company.
The advert was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed various things that might go awry over the festive season, with the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that feature AI-created content have become a rising trend among large brands, particularly for the Christmas season.
- Another beverage giant has recently released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because segments created using generative AI are prone to distort the more extended they are, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The video also sparked worries about automation in the advertising industry, with some commenters noting it might affect opportunities for production staff.
Defense from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the creation took "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't an experiment," she commented. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis achieved a 61% "positive feedback" from the public.
However, various brands have also faced scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".
The episode illustrates the continuing conversation within the advertising and creative sectors about the balance between technological innovation and creative integrity.
