McDonald's has removed a Christmas advertisement made via Artificial Intelligence after encountering significant online backlash.
The 45-second film was developed via generative AI clips and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the commercial. Many labeled it "disturbing" and "jarringly assembled".
"This experience serves as an key lesson as we investigate the proper use of AI," said a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that often go badly over the holidays, using the slogan "the most terrible time of the year".
A Growing Trend of AI in Advertising
Campaigns that include generative AI have emerged as a growing trend among major corporations, particularly for the holiday season.
- Coca-Cola has recently released back-to-back AI-generated holiday ads.
- Technical Challenges: Since segments made using current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also raised worries about job displacement in the advertising sector, with some commenters pointing out it might affect work for actors.
Defense from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the development took "over a month and a half" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "The result was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday ad from another major brand according to analysis garnered a 61% "positive feedback" from the public.
However, several companies have also encountered scrutiny for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The episode illustrates the continuing debate within the advertising and creative sectors about the balance between new tools and audience reception.
