McDonald's has removed a holiday advertisement produced via generative AI following facing significant public disapproval.
The brief film was created via AI-generated video and was initially uploaded online for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, commenters criticized the employment of AI in the film. A number of called it "creepy" and "awkwardly stitched together".
"This moment represents an important learning as we explore the proper use of generative technology," commented a spokesperson from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that often go badly during the Christmas break, under the tagline "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a increasing trend among large brands, particularly for the holiday period.
- Another beverage giant has also launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Since segments produced with generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also raised worries about the replacement of human roles in the creative industry, with some critics stating it could reduce work for production staff.
Defense from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
She stated, the development took "over a month and a half" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, various brands have also encountered backlash for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The situation underscores the evolving conversation within the marketing and production industries about the balance between technological innovation and audience reception.
