McDonald's has removed a holiday advertisement created via Artificial Intelligence after encountering considerable public disapproval.
The short film was developed via AI-generated video and was first published online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, viewers on social media criticized the use of AI in the advert. Many described it as "creepy" and "jarringly assembled".
"This experience represents an valuable learning as we explore the appropriate use of AI," said a representative from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that often go badly over the festive season, under the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that incorporate generative AI have become a increasing trend among major companies, especially for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas ads.
- Inherent Limitations: As videos produced using current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be roughly short in length.
- Broader Implications: The ad also sparked fears about automation in the advertising industry, with some commenters noting it could affect work for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
Bridge claimed, the development required "over a month and a half" and involved producing "numerous versions" which were then edited during the edit "just as we would on any high-craft production".
"This was not an experiment," she said. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the response for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly garnered a significant "favorable response" from online commenters.
However, several companies have also received scrutiny for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The incident highlights the continuing discussion within the marketing and creative industries about the trade-off between AI efficiency and audience reception.
