McDonald's has pulled a holiday advertisement produced via Artificial Intelligence following encountering significant criticism on social media.
The short ad was developed with the help of generative AI clips and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, audiences online criticized the use of AI in the advert. A number of called it "creepy" and "awkwardly stitched together".
"This incident serves as an important lesson as we investigate the proper application of Artificial Intelligence," said a statement from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various things that often go badly over the festive season, using the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that feature AI-created content have become a increasing phenomenon among prominent corporations, particularly for the Christmas period.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: Because clips made with generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also provoked fears about automation in the advertising industry, with some observers stating it could reduce work for production staff.
Defense from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the development took "over a month and a half" and involved producing "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis garnered a significant "favorable response" from the public.
However, other businesses have also encountered backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "disturbing".
The situation underscores the evolving discussion within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
