McDonald's has removed a holiday advert made using Artificial Intelligence following receiving considerable public disapproval.
The brief ad was created via AI-generated video and was originally released online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Following its publication, commenters denounced the use of AI in the advert. Many labeled it "disturbing" and "poorly edited".
"This experience serves as an important lesson as we explore the effective application of generative technology," stated a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted various situations that often go badly during the Christmas break, under the theme "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that incorporate AI-created content have become a rising trend among prominent companies, notably for the Christmas campaign season.
- Coca-Cola has also released back-to-back AI-generated Christmas ads.
- Technical Challenges: As videos created using generative AI are more likely to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also provoked fears about the replacement of human roles in the creative industry, with some commenters stating it could affect opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
According to her, the production process required "seven weeks" and involved creating "countless iterations" which were then shaped afterward "in the same way we would on any traditional production".
"This was not an AI gimmick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from the public.
However, various brands have likewise faced backlash for using the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some called "low-effort" and "uncanny".
The incident underscores the ongoing conversation within the marketing and production industries about the trade-off between new tools and creative integrity.
