McDonald's has taken down a holiday advertisement produced with AI after encountering significant public disapproval.
The 45-second film was produced using AI-generated video and was originally published publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Soon after it aired, audiences online criticized the implementation of AI in the commercial. A number of described it as "disturbing" and "awkwardly stitched together".
"This experience serves as an key learning as we investigate the appropriate use of generative technology," said a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that might go awry over the Christmas break, with the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Adverts that feature generative AI have become a increasing trend among major brands, especially for the holiday period.
- Another beverage giant has recently launched consecutive AI-generated Christmas ads.
- Technical Challenges: As segments produced using generative AI are prone to degrade the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about automation in the creative industry, with some observers stating it could reduce work for camera crews.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise faced criticism for using AI in marketing. Luxury brand Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The incident illustrates the ongoing discussion within the marketing and creative industries about the balance between new tools and creative integrity.
