McDonald's has pulled a holiday advert made via Artificial Intelligence following encountering significant public disapproval.
The brief ad was produced with the help of generative AI clips and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, audiences online criticized the use of AI in the commercial. Several described it as "creepy" and "poorly edited".
"This experience serves as an important lesson as we examine the effective use of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various situations that often go badly over the festive season, using the tagline "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that feature AI-created content have become a rising phenomenon among prominent brands, particularly for the holiday period.
- Another beverage giant has also launched consecutive AI-created holiday commercials.
- Technical Challenges: Since segments created with generative AI are prone to become unstable the longer they run, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the creative sector, with some observers stating it might negatively impact opportunities for actors.
Defense from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the production process required "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, various brands have also received criticism for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The situation underscores the continuing discussion within the marketing and production industries about the trade-off between AI efficiency and audience reception.
