McDonald's has taken down a holiday advert made using generative AI following encountering considerable public disapproval.
The short film was developed with the help of generative AI clips and was initially released publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, commenters denounced the implementation of AI in the film. Several described it as "uncanny" and "poorly edited".
"This incident is an valuable lesson as we explore the effective application of generative technology," stated a representative from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various things that can go wrong over the festive season, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that feature AI tools have emerged as a rising phenomenon among major brands, particularly for the holiday period.
- Another beverage giant has recently released consecutive AI-generated holiday ads.
- Inherent Limitations: Because segments created using generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about automation in the production sector, with some commenters noting it could negatively impact work for actors.
Response from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the project.
According to her, the development took "seven weeks" and involved generating "countless iterations" which were then shaped afterward "just as we would on any traditional production".
"This was not an experiment," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly achieved a 61% "positive feedback" from online commenters.
However, other businesses have also faced scrutiny for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The situation underscores the continuing conversation within the marketing and production sectors about the trade-off between AI efficiency and creative integrity.
