McDonald's has pulled a holiday commercial created with generative AI following receiving considerable online backlash.
The 45-second spot was developed via generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Following its publication, commenters denounced the use of AI in the advert. Several described it as "disturbing" and "poorly edited".
"This incident represents an important learning as we examine the effective use of AI," commented a statement from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that often go badly during the holidays, using the slogan "the most terrible time of the year".
A Growing Trend of AI Commercials
Adverts that feature generative AI have emerged as a growing phenomenon among prominent brands, notably for the holiday campaign season.
- Coca-Cola has recently launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since clips made using generative AI are susceptible to degrade the longer they run, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about the replacement of human roles in the creative sector, with some observers stating it could reduce work for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "over a month and a half" and involved generating "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday ad from another major brand according to analysis achieved a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise faced backlash for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The episode underscores the evolving discussion within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
