McDonald's has removed a holiday advertisement produced using AI after encountering widespread criticism on social media.
The short ad was created using AI video tools and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online criticized the employment of AI in the advert. Many described it as "creepy" and "jarringly assembled".
"This experience represents an valuable learning as we examine the effective utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that can go wrong over the holidays, with the theme "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Commercials that feature AI-created content have become a rising phenomenon among major corporations, especially for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Because videos created with current AI video tools are more likely to distort the longer they run, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also raised worries about job displacement in the creative industry, with some observers noting it might negatively impact work for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "seven weeks" and involved creating "numerous versions" which were then crafted afterward "in the same way we would on any traditional production".
"This wasn't an AI trick," she said. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis received a significant "positive feedback" from viewers.
However, other businesses have also faced criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The situation highlights the evolving conversation within the advertising and creative sectors about the balance between technological innovation and audience reception.
