McDonald's has pulled a holiday commercial created using generative AI after facing considerable online backlash.
The brief spot was produced via AI-generated video and was originally released publicly for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, audiences online criticized the use of AI in the commercial. A number of labeled it "disturbing" and "awkwardly stitched together".
"This incident is an important learning as we explore the appropriate utilization of generative technology," stated a representative from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that can go wrong over the holidays, under the theme "the worst time of the year".
The Trend of AI Commercials
Commercials that feature generative AI have emerged as a increasing trend among major companies, particularly for the Christmas season.
- Coca-Cola has similarly released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because clips produced with current AI video tools are prone to degrade the more extended they are, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also sparked concerns about automation in the advertising industry, with some critics stating it might affect work for production staff.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the project.
She stated, the creation took "seven weeks" and involved creating "numerous versions" which were then crafted afterward "just as we would on any standard production".
"This wasn't an AI gimmick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly received a 61% "favorable response" from the public.
However, various brands have also faced criticism for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The episode illustrates the ongoing debate within the advertising and creative sectors about the balance between technological innovation and audience reception.
