McDonald's has pulled a holiday commercial produced via generative AI after encountering widespread public disapproval.
The brief spot was produced via AI video tools and was initially released online for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, commenters criticized the implementation of AI in the film. A number of labeled it "uncanny" and "awkwardly stitched together".
"This experience serves as an important lesson as we investigate the proper use of generative technology," stated a spokesperson from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that often go badly during the festive season, under the tagline "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that incorporate generative AI have become a rising trend among prominent brands, particularly for the holiday period.
- Coca-Cola has recently launched consecutive AI-created Christmas ads.
- Inherent Limitations: Because segments made with generative AI are prone to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about job displacement in the production industry, with some critics pointing out it could negatively impact work for actors.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the creation took "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "in the same way we would on any high-craft production".
"This was not an AI gimmick," she commented. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly garnered a significant "favorable response" from the public.
However, other businesses have likewise faced scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The incident highlights the continuing discussion within the advertising and creative industries about the trade-off between technological innovation and audience reception.
