McDonald's Pulls AI-Generated Holiday Commercial In the Wake of Public Outcry.
McDonald's has taken down a holiday commercial created via generative AI following encountering significant criticism on social media.
The short film was created via generative AI clips and was first published publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online criticized the use of AI in the advert. Many called it "creepy" and "poorly edited".
"This experience serves as an important lesson as we examine the appropriate use of AI," said a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that can go wrong over the Christmas break, using the slogan "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Adverts that feature AI-created content have become a increasing trend among major brands, especially for the holiday period.
- Another beverage giant has also launched back-to-back AI-created holiday commercials.
- Technical Challenges: Because segments created using generative AI are more likely to distort the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the advertising industry, with some critics stating it might reduce opportunities for camera crews.
Defense from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the development took "over a month and a half" and involved generating "countless iterations" which were then shaped in post-production "in the same way we would on any traditional production".
"This was not an experiment," she commented. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the response for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday spot from another major brand reportedly garnered a significant "positive sentiment rating" from the public.
However, various brands have likewise encountered backlash for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The incident highlights the evolving discussion within the advertising and production sectors about the balance between new tools and audience reception.
