McDonald's has pulled a holiday advert produced via Artificial Intelligence after facing significant criticism on social media.
The brief ad was created via AI-generated video and was first released publicly for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Following its publication, commenters lambasted the use of AI in the commercial. Many called it "creepy" and "jarringly assembled".
"This incident is an important learning as we examine the appropriate application of Artificial Intelligence," stated a representative from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that can go wrong over the festive season, using the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature generative AI have become a growing phenomenon among major corporations, particularly for the Christmas season.
- Another beverage giant has recently released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since videos created using current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also raised worries about automation in the advertising industry, with some critics noting it might reduce work for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
She stated, the production process took "over a month and a half" and involved creating "numerous versions" which were then edited during the edit "just as we would on any traditional production".
"This was not an AI gimmick," she commented. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the sentiment for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis achieved a 61% "favorable response" from viewers.
However, several companies have likewise faced scrutiny for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The episode illustrates the ongoing discussion within the marketing and creative sectors about the trade-off between new tools and audience reception.
