McDonald's Pulls AI-Generated Holiday Commercial After Public Outcry.
The global fast-food chain has taken down a holiday advert created with generative AI following encountering significant online backlash.
The brief spot was produced via generative AI clips and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters denounced the use of AI in the commercial. Several called it "disturbing" and "awkwardly stitched together".
"This incident represents an important lesson as we explore the appropriate use of AI," said a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various situations that might go awry over the holidays, with the slogan "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that include generative AI have emerged as a increasing phenomenon among major corporations, particularly for the holiday season.
- Another beverage giant has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: As videos made with current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the advertising industry, with some critics pointing out it might reduce work for production staff.
Defense from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the creation took "over a month and a half" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any standard production".
"This wasn't just an AI trick," she commented. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis achieved a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise encountered criticism for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The episode illustrates the continuing debate within the advertising and creative industries about the balance between technological innovation and audience reception.
