McDonald's has removed a holiday commercial made with generative AI following encountering significant public disapproval.
The 45-second ad was developed with the help of AI video tools and was initially released online for McDonald's Netherlands on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, audiences online criticized the use of AI in the film. Several labeled it "creepy" and "awkwardly stitched together".
"This experience represents an important lesson as we investigate the appropriate use of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that might go awry during the festive season, with the tagline "the worst time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that incorporate generative AI have emerged as a increasing phenomenon among large corporations, particularly for the Christmas campaign season.
- Coca-Cola has recently launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since videos made with generative AI are more likely to distort the more extended they are, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the creative sector, with some observers pointing out it could negatively impact work for actors.
Response from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the creation required "over a month and a half" and involved generating "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This was not an AI trick," Bridge asserted. "We consider it a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a significant "positive feedback" from the public.
However, several companies have also encountered scrutiny for using AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some called "cheap" and "disturbing".
The incident illustrates the ongoing discussion within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
