McDonald's has taken down a holiday advertisement created via Artificial Intelligence after receiving significant public disapproval.
The short ad was developed with the help of AI-generated video and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, viewers on social media lambasted the implementation of AI in the advert. Many labeled it "uncanny" and "jarringly assembled".
"This incident is an valuable learning as we examine the proper application of generative technology," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that might go awry during the holidays, using the theme "the worst time of the year".
The Trend of AI-Generated Ads
Commercials that incorporate AI tools have become a rising phenomenon among large brands, notably for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Technical Challenges: Since segments made using current AI video tools are susceptible to distort the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the creative sector, with some commenters stating it could affect opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, stood by the advert.
She stated, the development required "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly achieved a significant "favorable response" from viewers.
However, various brands have likewise received criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident highlights the ongoing conversation within the marketing and production industries about the balance between AI efficiency and creative integrity.
