McDonald's has removed a holiday commercial created with generative AI following facing significant public disapproval.
The short ad was created with the help of generative AI clips and was initially released publicly for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Shortly after its release, viewers on social media denounced the use of AI in the film. Many called it "uncanny" and "poorly edited".
"This incident serves as an valuable learning as we explore the appropriate utilization of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that can go wrong during the Christmas break, under the tagline "the worst time of the year".
The Phenomenon of AI Commercials
Campaigns that feature generative AI have emerged as a growing trend among major corporations, especially for the Christmas period.
- Another beverage giant has also released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Because clips produced using generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about automation in the advertising industry, with some observers noting it could affect opportunities for production staff.
Response from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "over a month and a half" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise received criticism for employing the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The situation underscores the ongoing discussion within the marketing and creative industries about the balance between AI efficiency and audience reception.
