McDonald's has taken down a holiday advert produced via generative AI after encountering significant public disapproval.
The 45-second ad was developed via generative AI clips and was originally published online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Soon after it aired, viewers on social media denounced the use of AI in the film. Many called it "disturbing" and "jarringly assembled".
"This moment represents an important lesson as we investigate the effective use of generative technology," said a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that often go badly during the festive season, using the theme "the worst time of the year".
A Growing Trend of AI in Advertising
Adverts that feature AI tools have become a growing trend among major brands, notably for the holiday campaign season.
- Another beverage giant has recently launched back-to-back AI-created Christmas ads.
- Technical Challenges: Because clips produced using current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised fears about automation in the production sector, with some commenters noting it could affect opportunities for production staff.
Defense from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the development required "seven weeks" and involved generating "countless iterations" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the McDonald's ad was largely panned, the response for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand reportedly garnered a 61% "positive sentiment rating" from the public.
However, several companies have likewise received criticism for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The situation highlights the ongoing conversation within the marketing and production industries about the trade-off between technological innovation and creative integrity.
