McDonald's has pulled a Christmas advert produced via generative AI after encountering significant public disapproval.
The brief spot was produced using AI video tools and was initially published publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, commenters lambasted the implementation of AI in the film. Several described it as "creepy" and "poorly edited".
"This experience is an key lesson as we explore the proper utilization of generative technology," commented a statement from the company.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that often go badly over the festive season, with the tagline "the worst time of the year".
The Trend of AI Commercials
Commercials that include generative AI have emerged as a rising trend among prominent brands, notably for the holiday campaign season.
- Coca-Cola has similarly released consecutive AI-generated holiday ads.
- Inherent Limitations: Because clips made with generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be about short in length.
- Industry Concerns: The ad also provoked fears about the replacement of human roles in the advertising industry, with some critics noting it might reduce work for production staff.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
According to her, the creation required "seven weeks" and involved creating "countless iterations" which were then crafted during the edit "just as we would on any high-craft production".
"This was not an AI trick," she said. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis received a significant "positive sentiment rating" from viewers.
However, various brands have likewise encountered criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The episode highlights the continuing conversation within the advertising and production sectors about the balance between technological innovation and audience reception.
