McDonald's has removed a holiday advertisement produced using AI after receiving considerable online backlash.
The short spot was produced with the help of AI video tools and was first released online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online lambasted the implementation of AI in the film. A number of labeled it "uncanny" and "awkwardly stitched together".
"This incident represents an important learning as we examine the appropriate use of generative technology," stated a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that can go wrong during the Christmas break, under the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that include generative AI have emerged as a increasing trend among large corporations, particularly for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-created holiday commercials.
- Technical Challenges: As videos created with current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also sparked fears about automation in the production industry, with some observers stating it might reduce opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the creation took "over a month and a half" and involved producing "countless iterations" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an AI trick," she said. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the response for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive feedback" from the public.
However, several companies have also received backlash for employing the technique in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The situation illustrates the ongoing debate within the marketing and production sectors about the balance between new tools and creative integrity.
