McDonald's has taken down a holiday advert made via AI after encountering considerable criticism on social media.
The brief ad was developed with the help of generative AI clips and was initially released online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the commercial. Many labeled it "uncanny" and "awkwardly stitched together".
"This moment is an valuable lesson as we explore the effective utilization of generative technology," commented a spokesperson from the company.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various things that might go awry over the holidays, using the slogan "the worst time of the year".
The Trend of AI in Advertising
Commercials that include generative AI have become a increasing phenomenon among prominent brands, particularly for the holiday season.
- Coca-Cola has similarly released back-to-back AI-created Christmas commercials.
- Technical Challenges: Since videos made using generative AI are susceptible to distort the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked concerns about job displacement in the advertising sector, with some observers noting it might affect opportunities for camera crews.
Response from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "over a month and a half" and involved generating "numerous versions" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an experiment," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, several companies have also encountered scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The incident highlights the continuing conversation within the advertising and creative industries about the balance between new tools and creative integrity.
