McDonald's has pulled a holiday commercial made using generative AI after facing considerable criticism on social media.
The brief spot was developed with the help of generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Removal
Following its publication, viewers on social media denounced the employment of AI in the advert. Many described it as "disturbing" and "jarringly assembled".
"This incident is an key learning as we examine the appropriate utilization of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that can go wrong during the Christmas break, using the theme "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature AI tools have emerged as a growing phenomenon among large brands, notably for the holiday campaign season.
- Another beverage giant has recently launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Since videos created using generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also provoked concerns about the replacement of human roles in the advertising sector, with some critics noting it could affect opportunities for camera crews.
Response from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the creation required "seven weeks" and involved generating "countless iterations" which were then crafted afterward "just as we would on any standard production".
"This wasn't an AI trick," she said. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis garnered a 61% "favorable response" from the public.
However, other businesses have also received criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The episode underscores the ongoing conversation within the marketing and production industries about the balance between new tools and human craftsmanship.
