McDonald's has taken down a holiday commercial made via Artificial Intelligence after receiving widespread public disapproval.
The brief ad was developed with the help of generative AI clips and was originally released publicly for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, viewers on social media criticized the implementation of AI in the advert. Many described it as "creepy" and "awkwardly stitched together".
"This moment represents an important learning as we examine the effective utilization of Artificial Intelligence," commented a spokesperson from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that can go wrong over the holidays, using the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Campaigns that incorporate generative AI have emerged as a increasing phenomenon among large brands, especially for the Christmas season.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Inherent Limitations: Because clips made using generative AI are more likely to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about job displacement in the production industry, with some critics pointing out it might reduce opportunities for actors.
Response from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the creation took "seven weeks" and involved creating "numerous versions" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly achieved a significant "favorable response" from online commenters.
However, several companies have also received criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The episode highlights the evolving discussion within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
