McDonald's has removed a holiday advert created via generative AI after encountering considerable criticism on social media.
The short film was developed via generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Following its publication, audiences online criticized the employment of AI in the film. Several described it as "disturbing" and "awkwardly stitched together".
"This moment represents an key lesson as we explore the effective use of AI," 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 depicted a series of situations that might go awry during the holidays, under the slogan "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include generative AI have emerged as a increasing phenomenon among major brands, especially for the holiday period.
- Coca-Cola has recently launched consecutive AI-created holiday commercials.
- Technical Challenges: Because segments made using generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked fears about automation in the production sector, with some commenters stating it might negatively impact work for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
According to her, the creation took "seven weeks" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This was not an experiment," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a significant "positive sentiment rating" from viewers.
However, various brands have also received backlash for using AI in marketing. Italian brand Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The incident illustrates the ongoing debate within the advertising and production sectors about the trade-off between technological innovation and audience reception.
