McDonald's has pulled a holiday commercial made with AI following facing widespread online backlash.
The brief spot was developed with the help of generative AI clips and was initially released online for McDonald's Netherlands back on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, commenters criticized the use of AI in the advert. Many labeled it "creepy" and "awkwardly stitched together".
"This incident is an key lesson as we explore the effective utilization of AI," stated a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that might go awry during the Christmas break, under the slogan "the most terrible time of the year".
A Growing Trend of AI Commercials
Adverts that incorporate AI tools have emerged as a increasing trend among major corporations, particularly for the holiday season.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Technical Challenges: Since videos created with generative AI are susceptible to distort the longer they run, the majority of such clips tend to be roughly short in length.
- Broader Implications: The video also raised worries about automation in the creative industry, with some observers pointing out it could reduce work for actors.
Response from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the development required "over a month and a half" and involved generating "numerous versions" which were then shaped afterward "just as we would on any standard production".
"This wasn't an experiment," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's ad was largely panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand reportedly achieved a 61% "favorable response" from viewers.
However, several companies have likewise received backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The episode underscores the continuing discussion within the marketing and production industries about the balance between new tools and audience reception.
