McDonald's has taken down a holiday advert produced using Artificial Intelligence after encountering widespread criticism on social media.
The short film was developed with the help of AI-generated video and was first published online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Following its publication, audiences online lambasted the employment of AI in the advert. Several described it as "uncanny" and "awkwardly stitched together".
"This incident is an important lesson as we explore the effective utilization of generative technology," said a representative from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that often go badly over the festive season, with the slogan "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate AI tools have become a increasing trend among prominent companies, notably for the Christmas period.
- Another beverage giant has also released consecutive AI-generated holiday commercials.
- Inherent Limitations: As segments produced using generative AI are susceptible to degrade the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the creative industry, with some critics noting it could affect opportunities for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the production process required "over a month and a half" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a 61% "favorable response" from online commenters.
However, several companies have likewise received scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The episode underscores the continuing conversation within the advertising and production industries about the trade-off between technological innovation and audience reception.
