McDonald's has taken down a holiday advertisement created via AI following receiving widespread criticism on social media.
The brief ad was developed via AI video tools and was first published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, commenters lambasted the use of AI in the advert. Several called it "creepy" and "awkwardly stitched together".
"This experience represents an key learning as we examine the effective utilization of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that often go badly during the holidays, using the slogan "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include generative AI have become a increasing phenomenon among major companies, notably for the holiday season.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Inherent Limitations: As clips created with generative AI are susceptible to distort the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also raised worries about job displacement in the advertising industry, with some observers noting it might affect work for camera crews.
Response from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the creation required "seven weeks" and involved generating "countless iterations" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand reportedly garnered a significant "positive feedback" from viewers.
However, other businesses have also encountered backlash for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The situation underscores the continuing debate within the marketing and production sectors about the balance between AI efficiency and creative integrity.
