McDonald's has taken down a holiday advert created with generative AI after receiving widespread online backlash.
The short film was produced using AI-generated video and was first published online for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the film. Several labeled it "uncanny" and "jarringly assembled".
"This incident represents an important learning as we investigate the appropriate application of AI," stated a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that can go wrong over the festive season, under the tagline "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI-created content have become a growing phenomenon among prominent companies, especially for the holiday season.
- Another beverage giant has also launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Because segments made with current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the creative industry, with some critics noting it could negatively impact opportunities for production staff.
Response from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, defended the project.
According to her, the creation required "seven weeks" and involved generating "thousands of takes" which were then edited afterward "just as we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the response for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis achieved a 61% "positive feedback" from viewers.
However, various brands have also received scrutiny for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident highlights the ongoing discussion within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
