McDonald's has removed a holiday commercial made with AI following facing considerable criticism on social media.
The 45-second spot was developed using generative AI clips and was originally released publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Following its publication, viewers on social media lambasted the implementation of AI in the film. Several described it as "uncanny" and "poorly edited".
"This incident is an important learning as we investigate the appropriate application of generative technology," said a spokesperson from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that can go wrong over the holidays, under the tagline "the worst time of the year".
A Growing Movement of AI in Advertising
Commercials that feature generative AI have become a rising trend among large corporations, especially for the Christmas season.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Inherent Limitations: Because videos created using generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked worries about automation in the production industry, with some commenters pointing out it might negatively impact opportunities for actors.
Response from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
According to her, the development took "seven weeks" and involved generating "countless iterations" which were then shaped in post-production "in the same way we would on any standard production".
"This was not an AI gimmick," she said. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the response for some AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas ad from another major brand reportedly achieved a significant "favorable response" from online commenters.
However, various brands have likewise encountered criticism for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The episode underscores the ongoing conversation within the advertising and creative sectors about the trade-off between new tools and audience reception.
