McDonald's has pulled a holiday commercial made with Artificial Intelligence following receiving significant criticism on social media.
The 45-second ad was developed via AI video tools and was first published publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Soon after it aired, viewers on social media denounced the use of AI in the film. A number of described it as "disturbing" and "jarringly assembled".
"This experience is an valuable learning as we explore the appropriate use of Artificial Intelligence," stated a statement from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that often go badly over the holidays, under the slogan "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI-created content have emerged as a rising trend among large companies, especially for the holiday campaign season.
- Another beverage giant has recently released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because clips made using generative AI are prone to degrade the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also sparked fears about the replacement of human roles in the advertising sector, with some critics noting it could negatively impact work for actors.
Response from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the production process required "seven weeks" and involved generating "countless iterations" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly received a significant "favorable response" from viewers.
However, several companies have likewise faced scrutiny for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The episode highlights the ongoing discussion within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
