McDonald's has taken down a holiday advert produced with Artificial Intelligence after receiving considerable criticism on social media.
The brief ad was created using generative AI clips and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, viewers on social media denounced the use of AI in the film. Several called it "creepy" and "poorly edited".
"This incident represents an key learning as we explore the proper application of AI," commented a statement from the company.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that might go awry during the holidays, under the theme "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Commercials that feature AI-created content have emerged as a growing phenomenon among major companies, notably for the Christmas season.
- Another beverage giant has similarly launched consecutive AI-created Christmas commercials.
- Technical Challenges: Since videos made using generative AI are more likely to degrade the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the creative industry, with some commenters pointing out it could negatively impact work for camera crews.
Response from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "over a month and a half" and involved producing "thousands of takes" which were then crafted afterward "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she said. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for other AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, several companies have likewise received criticism for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The episode highlights the continuing discussion within the advertising and creative industries about the balance between new tools and audience reception.
