McDonald's has taken down a holiday advertisement created via Artificial Intelligence after receiving significant online backlash.
The short ad was developed via AI-generated video and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, viewers on social media lambasted the implementation of AI in the commercial. Many called it "disturbing" and "awkwardly stitched together".
"This experience is an key learning as we examine the effective use of AI," stated a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that might go awry over the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that feature AI tools have emerged as a growing trend among large corporations, notably for the Christmas period.
- Another beverage giant has similarly launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Because clips produced with generative AI are susceptible to distort the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked worries about job displacement in the creative industry, with some observers stating it might reduce opportunities for camera crews.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
According to her, the development required "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was largely criticized, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from the public.
However, several companies have also faced scrutiny for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The incident illustrates the ongoing debate within the advertising and creative industries about the balance between technological innovation and creative integrity.
