McDonald's has pulled a holiday advert produced via Artificial Intelligence following encountering significant public disapproval.
The short film was developed using AI-generated video and was initially released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, audiences online criticized the use of AI in the film. A number of described it as "creepy" and "jarringly assembled".
"This moment serves as an key lesson as we explore the proper utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that often go badly during the holidays, using the slogan "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature generative AI have become a growing phenomenon among major companies, especially for the Christmas period.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Inherent Limitations: Because videos created using current AI video tools are prone to distort the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also raised concerns about the replacement of human roles in the advertising sector, with some critics pointing out it could reduce work for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the creation required "over a month and a half" and involved producing "thousands of takes" which were then edited during the edit "just as we would on any traditional production".
"This wasn't an experiment," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's ad was largely criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday ad from another major brand reportedly achieved a 61% "favorable response" from online commenters.
However, various brands have also faced backlash for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The situation illustrates the continuing discussion within the advertising and production sectors about the trade-off between AI efficiency and creative integrity.
