McDonald's has removed a holiday advert produced via AI after encountering significant criticism on social media.
The brief spot was developed using AI video tools and was first uploaded online for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, audiences online criticized the employment of AI in the advert. A number of labeled it "disturbing" and "poorly edited".
"This moment represents an key learning as we explore the proper application of AI," stated a spokesperson from the company.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various things that often go badly over the Christmas break, with the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that incorporate AI tools have become a increasing trend among large corporations, particularly for the holiday campaign season.
- Coca-Cola has recently launched consecutive AI-created Christmas ads.
- Inherent Limitations: Because segments created with generative AI are prone to degrade the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also sparked concerns about job displacement in the production industry, with some critics pointing out it could negatively impact work for production staff.
Response from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development required "seven weeks" and involved producing "countless iterations" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she said. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a significant "favorable response" from viewers.
However, several companies have likewise received scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The episode illustrates the evolving debate within the advertising and creative industries about the trade-off between technological innovation and audience reception.
