McDonald's has taken down a holiday advertisement produced using AI after facing widespread criticism on social media.
The short ad was produced via AI-generated video and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Following its publication, viewers on social media denounced the implementation of AI in the commercial. Many labeled it "uncanny" and "awkwardly stitched together".
"This incident is an key learning as we investigate the effective application of AI," commented a representative from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that might go awry over the Christmas break, with the slogan "the worst time of the year".
A Growing Trend of AI Commercials
Commercials that include AI tools have become a increasing phenomenon among major companies, particularly for the holiday season.
- Coca-Cola has similarly launched consecutive AI-generated holiday ads.
- Inherent Limitations: Because videos produced with generative AI are prone to degrade the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the creative industry, with some observers noting it might affect opportunities for production staff.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an experiment," she commented. "It was a film."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the reception for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a significant "favorable response" from viewers.
However, various brands have likewise received backlash for using the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The incident illustrates the evolving debate within the advertising and production sectors about the balance between AI efficiency and creative integrity.
