McDonald's has taken down a holiday commercial created with Artificial Intelligence following encountering widespread criticism on social media.
The short ad was developed via AI-generated video and was initially uploaded publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters criticized the implementation of AI in the film. Several described it as "creepy" and "awkwardly stitched together".
"This incident is an valuable learning as we examine the effective application of generative technology," said a representative from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong over the Christmas break, using the tagline "the worst time of the year".
The Phenomenon of AI Commercials
Campaigns that incorporate AI tools have become a rising phenomenon among major brands, notably for the Christmas period.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Inherent Limitations: Because clips made using generative AI are prone to degrade the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The video also provoked worries about job displacement in the advertising industry, with some critics pointing out it might negatively impact work for production staff.
Response from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the production process required "seven weeks" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis received a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise received backlash for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The incident illustrates the ongoing discussion within the marketing and production industries about the balance between technological innovation and audience reception.
