McDonald's has removed a holiday advertisement created via generative AI after facing widespread criticism on social media.
The 45-second spot was produced via AI-generated video and was first released online for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Soon after it aired, audiences online lambasted the use of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This moment serves as an important learning as we examine the appropriate utilization of Artificial Intelligence," stated a statement from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that often go badly over the festive season, using the theme "the worst time of the year".
A Growing Trend of AI Commercials
Commercials that feature AI-created content have become a rising phenomenon among major brands, particularly for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-created holiday ads.
- Inherent Limitations: Since clips created using generative AI are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also sparked concerns about automation in the advertising sector, with some commenters pointing out it could affect opportunities for actors.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the development required "over a month and a half" and involved creating "numerous versions" which were then crafted afterward "just as we would on any standard production".
"This was not an AI trick," she commented. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, various brands have also faced backlash for employing AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The situation underscores the evolving discussion within the advertising and creative sectors about the balance between AI efficiency and creative integrity.
