McDonald's has pulled a holiday commercial made via generative AI after encountering significant criticism on social media.
The short ad was created using AI-generated video and was first released online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online lambasted the use of AI in the commercial. A number of described it as "uncanny" and "poorly edited".
"This experience serves as an valuable learning as we investigate the effective use of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various things that can go wrong during the holidays, with the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that incorporate AI tools have emerged as a growing trend among prominent corporations, especially for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-generated holiday commercials.
- Inherent Limitations: Because videos created with current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The video also sparked worries about automation in the production industry, with some commenters stating it might affect work for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the production process required "seven weeks" and involved producing "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an experiment," she said. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly received a 61% "positive feedback" from viewers.
However, other businesses have also received scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "disturbing".
The situation highlights the continuing debate within the advertising and production industries about the trade-off between AI efficiency and creative integrity.
