McDonald's has pulled a holiday advertisement created using generative AI after receiving significant criticism on social media.
The 45-second film was produced via AI-generated video and was first published online for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Shortly after its release, audiences online lambasted the employment of AI in the advert. A number of labeled it "uncanny" and "awkwardly stitched together".
"This incident represents an important lesson as we explore the appropriate use of Artificial Intelligence," commented a spokesperson from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various things that often go badly during the festive season, under the theme "the worst time of the year".
The Trend of AI in Advertising
Commercials that feature AI tools have become a rising phenomenon among large corporations, particularly for the Christmas season.
- Coca-Cola has recently released consecutive AI-generated Christmas ads.
- Technical Challenges: Because videos produced using generative AI are more likely to degrade the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked worries about automation in the production industry, with some critics noting it could negatively impact opportunities for production staff.
Response from the Creators
After the video's removal, a producer's head, Melanie Bridge, stood by the advert.
According to her, the development required "over a month and a half" and involved producing "countless iterations" which were then edited in post-production "just as we would on any high-craft production".
"This was not an AI trick," she said. "We consider it a film."
Mixed Public Reception
While the McDonald's ad was largely panned, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from the public.
However, other businesses have also received backlash for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The situation underscores the continuing debate within the marketing and production sectors about the balance between new tools and creative integrity.
