McDonald's has pulled a holiday advert made via generative AI following encountering significant online backlash.
The brief ad was developed using AI video tools and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media criticized the use of AI in the commercial. Several called it "disturbing" and "poorly edited".
"This experience represents an important learning as we explore the proper use of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of things that often go badly over the festive season, with the theme "the most terrible time of the year".
The Trend of AI Commercials
Adverts that feature generative AI have become a increasing trend among prominent brands, especially for the holiday period.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Inherent Limitations: As segments produced using current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked worries about automation in the advertising industry, with some observers stating it could reduce opportunities for camera crews.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
She stated, the development required "seven weeks" and involved creating "countless iterations" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis garnered a 61% "positive feedback" from online commenters.
However, various brands have likewise encountered criticism for employing the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The situation highlights the evolving debate within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
