McDonald's has removed a holiday advertisement created using Artificial Intelligence after facing significant criticism on social media.
The brief film was developed via generative AI clips and was originally published online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the commercial. A number of called it "creepy" and "poorly edited".
"This experience represents an key learning as we investigate the proper utilization of generative technology," stated a representative from the company.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that often go badly over the Christmas break, with the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Adverts that include AI-created content have emerged as a rising trend among major companies, particularly for the Christmas season.
- Another beverage giant has also launched consecutive AI-created Christmas ads.
- Inherent Limitations: Because videos produced with generative AI are susceptible to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also raised fears about the replacement of human roles in the advertising industry, with some observers noting it might affect work for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the production process took "over a month and a half" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't an experiment," she commented. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis received a significant "positive feedback" from online commenters.
However, several companies have likewise faced criticism for employing AI in marketing. Italian brand Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The episode highlights the ongoing conversation within the marketing and production sectors about the balance between technological innovation and creative integrity.