McDonald's has taken down a holiday advertisement produced using Artificial Intelligence after facing widespread criticism on social media.
The 45-second ad was produced via AI video tools and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, audiences online lambasted the use of AI in the commercial. A number of labeled it "uncanny" and "awkwardly stitched together".
"This moment serves as an valuable lesson as we explore the proper utilization of generative technology," commented a representative from the company.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that often go badly over the festive season, with the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI-created content have become a increasing phenomenon among prominent corporations, especially for the Christmas period.
- Coca-Cola has similarly launched consecutive AI-created holiday commercials.
- Technical Challenges: Since segments made with generative AI are more likely to distort the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the production industry, with some critics noting it might reduce opportunities for production staff.
Defense from the Production Company
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the production process took "over a month and a half" and involved producing "countless iterations" which were then crafted afterward "just as we would on any standard production".
"This was not an experiment," she said. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas ad from another major brand reportedly garnered a significant "positive feedback" from online commenters.
However, several companies have likewise received backlash for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The incident illustrates the continuing conversation within the marketing and creative industries about the balance between new tools and creative integrity.
