McDonald's has pulled a holiday advert made using AI following receiving widespread online backlash.
The 45-second spot was created via AI video tools and was initially published publicly for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters lambasted the implementation of AI in the advert. A number of described it as "uncanny" and "poorly edited".
"This moment serves as an key learning as we investigate the proper application of AI," said a statement from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that often go badly over the festive season, with the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that feature generative AI have emerged as a growing trend among prominent companies, particularly for the Christmas period.
- Another beverage giant has similarly released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because videos produced using generative AI are susceptible to distort the more extended they are, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also provoked fears about automation in the advertising industry, with some critics pointing out it could affect work for production staff.
Response from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the production process required "seven weeks" and involved producing "numerous versions" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the response for some AI-generated holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis achieved a 61% "favorable response" from the public.
However, other businesses have also encountered criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "cheap" and "disturbing".
The situation illustrates the ongoing debate within the advertising and creative sectors about the balance between technological innovation and creative integrity.
