McDonald's has pulled a holiday advert produced with generative AI following facing widespread public disapproval.
The 45-second film was developed with the help of generative AI clips and was originally published online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, commenters denounced the implementation of AI in the commercial. A number of called it "uncanny" and "poorly edited".
"This incident represents an valuable lesson as we explore the proper utilization of AI," stated a statement from the company.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that might go awry during the festive season, with the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Adverts that include generative AI have emerged as a growing phenomenon among prominent companies, notably for the holiday campaign season.
- Another beverage giant has recently released back-to-back AI-generated holiday ads.
- Inherent Limitations: Since clips produced using generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The video also provoked concerns about automation in the production sector, with some critics noting it might affect opportunities for actors.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "seven weeks" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This was not an experiment," she commented. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis garnered a significant "positive feedback" from online commenters.
However, other businesses have likewise faced scrutiny for using the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The episode underscores the ongoing conversation within the advertising and production sectors about the balance between new tools and creative integrity.
