McDonald's has taken down a holiday advertisement created using Artificial Intelligence after receiving significant online backlash.
The brief film was produced with the help of generative AI clips and was initially released publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, viewers on social media lambasted the use of AI in the commercial. A number of called it "creepy" and "poorly edited".
"This moment represents an important learning as we investigate the appropriate use of Artificial Intelligence," stated a representative from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that often go badly during the Christmas break, with the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Commercials that include generative AI have become a growing phenomenon among large corporations, notably for the Christmas season.
- Another beverage giant has recently released consecutive AI-generated holiday commercials.
- Inherent Limitations: Since segments created with generative AI are prone to degrade the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about the replacement of human roles in the creative industry, with some observers stating it could reduce work for actors.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, defended the project.
She stated, the production process took "seven weeks" and involved generating "countless iterations" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the response for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly garnered a significant "positive sentiment rating" from viewers.
However, several companies have likewise received criticism for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The episode highlights the evolving conversation within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
