McDonald's has removed a holiday advert created with generative AI following receiving widespread public disapproval.
The short film was created via generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Shortly after its release, viewers on social media denounced the use of AI in the film. A number of labeled it "disturbing" and "poorly edited".
"This incident serves as an key learning as we examine the proper utilization of AI," said a representative from the company.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry over the festive season, under the theme "the worst time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include generative AI have become a rising trend among large corporations, especially for the holiday period.
- Another beverage giant has similarly released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since segments created using generative AI are more likely to degrade the more extended they are, most such clips tend to be only a few seconds in length.
- Industry Concerns: The video also raised fears about job displacement in the advertising industry, with some commenters pointing out it could reduce work for camera crews.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the development required "seven weeks" and involved creating "countless iterations" which were then crafted during the edit "just as we would on any standard production".
"This wasn't an experiment," Bridge asserted. "The result was a film."
Mixed Public Reception
While the McDonald's ad was largely criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas ad from another major brand according to analysis garnered a significant "positive sentiment rating" from online commenters.
However, several companies have likewise encountered backlash for employing AI in marketing. Italian brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The situation highlights the ongoing conversation within the marketing and production sectors about the balance between new tools and audience reception.
