McDonald's has pulled a holiday advertisement created using AI following receiving widespread criticism on social media.
The short ad was produced with the help of AI-generated video and was initially released online for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Soon after it aired, commenters lambasted the employment of AI in the advert. Several described it as "creepy" and "jarringly assembled".
"This experience is an valuable learning as we investigate the appropriate utilization of AI," commented a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed various things that can go wrong during the festive season, under the theme "the worst time of the year".
The Phenomenon of AI in Advertising
Commercials that include AI tools have emerged as a growing phenomenon among large corporations, particularly for the holiday period.
- Another beverage giant has similarly released consecutive AI-generated holiday ads.
- Technical Challenges: Because videos made using current AI video tools are prone to become unstable the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about job displacement in the advertising sector, with some observers pointing out it might reduce work for actors.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
Bridge claimed, the production process took "seven weeks" and involved producing "thousands of takes" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the response for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly achieved a 61% "positive feedback" from online commenters.
However, other businesses have also received scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The situation highlights the ongoing debate within the advertising and creative industries about the trade-off between technological innovation and audience reception.
