McDonald's has taken down a holiday advertisement made with generative AI after receiving significant criticism on social media.
The 45-second ad was produced via generative AI clips and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the advert. Several called it "uncanny" and "poorly edited".
"This moment is an important learning as we examine the proper application of AI," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various things that might go awry over the festive season, with the tagline "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that include generative AI have emerged as a growing phenomenon among large brands, particularly for the Christmas season.
- Another beverage giant has recently released consecutive AI-generated holiday commercials.
- Technical Challenges: Because segments made using generative AI are more likely to distort the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised fears about the replacement of human roles in the advertising sector, with some commenters pointing out it might reduce opportunities for production staff.
Defense from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development required "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any standard production".
"This wasn't an AI trick," she said. "It was a film."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from online commenters.
However, several companies have also faced criticism for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The situation highlights the continuing debate within the marketing and production industries about the balance between new tools and creative integrity.
