McDonald's has pulled a holiday advert made using AI following encountering significant criticism on social media.
The brief ad was developed with the help of AI video tools and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, audiences online lambasted the use of AI in the advert. A number of labeled it "uncanny" and "jarringly assembled".
"This moment represents an valuable learning as we examine the proper utilization of AI," commented a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that might go awry during the festive season, with the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that feature generative AI have become a growing trend among prominent companies, especially for the Christmas period.
- Another beverage giant has similarly released consecutive AI-generated holiday ads.
- Technical Challenges: Since segments created using current AI video tools are susceptible to distort the longer they run, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked fears about automation in the creative industry, with some observers stating it might affect opportunities for actors.
Response from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "seven weeks" and involved creating "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the response for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly achieved a significant "positive feedback" from the public.
However, several companies have also faced criticism for employing AI in advertising. Italian brand Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The episode underscores the evolving conversation within the advertising and creative industries about the balance between new tools and creative integrity.
