McDonald's has pulled a holiday advert produced via AI following encountering widespread online backlash.
The 45-second ad was created with the help of generative AI clips and was first released online for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Following its publication, commenters denounced the implementation of AI in the film. Several described it as "disturbing" and "awkwardly stitched together".
"This experience is an valuable learning as we investigate the proper use of AI," said a statement from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry during the holidays, with the theme "the worst time of the year".
The Trend of AI Commercials
Campaigns that include generative AI have become a rising trend among major corporations, particularly for the holiday period.
- Coca-Cola has recently released consecutive AI-generated holiday ads.
- Technical Challenges: Because segments made using generative AI are prone to degrade the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about automation in the production sector, with some observers stating it could affect work for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the development required "seven weeks" and involved generating "numerous versions" which were then edited in post-production "just as we would on any standard production".
"This was not an experiment," she commented. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have also encountered scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The episode underscores the evolving debate within the advertising and creative industries about the balance between AI efficiency and creative integrity.
