McDonald's has removed a holiday advertisement created via Artificial Intelligence after receiving considerable criticism on social media.
The 45-second spot was produced with the help of AI video tools and was first published online for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, audiences online criticized the employment of AI in the film. A number of called it "creepy" and "poorly edited".
"This incident serves as an key lesson as we examine the effective use of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various things that might go awry over the festive season, using the theme "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Commercials that incorporate AI tools have emerged as a increasing phenomenon among major brands, notably for the Christmas season.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Technical Challenges: Because clips made using generative AI are more likely to distort the longer they run, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about automation in the creative industry, with some observers noting it could reduce opportunities for actors.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.
According to her, the creation required "over a month and a half" and involved creating "numerous versions" which were then crafted afterward "just as we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly garnered a significant "favorable response" from viewers.
However, other businesses have likewise received criticism for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The episode illustrates the evolving discussion within the advertising and production industries about the trade-off between technological innovation and creative integrity.
