McDonald's has removed a holiday advertisement produced using generative AI following facing considerable criticism on social media.
The 45-second film was created via generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Following its publication, viewers on social media denounced the implementation of AI in the commercial. A number of labeled it "creepy" and "jarringly assembled".
"This experience represents an valuable lesson as we examine the effective use of generative technology," commented a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various things that often go badly over the holidays, with the theme "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Adverts that incorporate AI-created content have emerged as a growing phenomenon among large brands, particularly for the holiday campaign season.
- Coca-Cola has similarly released consecutive AI-generated Christmas ads.
- Technical Challenges: Because videos made with current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the advertising industry, with some observers noting it might affect opportunities for camera crews.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the creation required "seven weeks" and involved creating "thousands of takes" which were then shaped afterward "just as we would on any traditional production".
"This was not an AI trick," Bridge asserted. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis garnered a significant "positive sentiment rating" from viewers.
However, various brands have likewise encountered criticism for using AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The episode illustrates the continuing conversation within the marketing and creative industries about the trade-off between AI efficiency and creative integrity.
