McDonald's has removed a holiday commercial made using AI following encountering widespread online backlash.
The short ad was produced via AI video tools and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Following its publication, viewers on social media criticized the implementation of AI in the commercial. Many described it as "disturbing" and "jarringly assembled".
"This incident represents an important lesson as we explore the effective utilization of generative technology," commented a spokesperson from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that might go awry during the festive season, using the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that incorporate AI tools have emerged as a increasing trend among large brands, especially for the Christmas season.
- Coca-Cola has also launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Because videos created with generative AI are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also provoked worries about job displacement in the advertising sector, with some critics pointing out it could affect opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the development took "over a month and a half" and involved producing "numerous versions" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from another major brand according to analysis garnered a 61% "favorable response" from online commenters.
However, other businesses have likewise encountered criticism for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The episode illustrates the continuing discussion within the advertising and production sectors about the trade-off between new tools and creative integrity.
