McDonald's has pulled a holiday commercial created with Artificial Intelligence after encountering widespread criticism on social media.
The short ad was created via generative AI clips and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, audiences online denounced the use of AI in the advert. A number of described it as "creepy" and "awkwardly stitched together".
"This moment is an valuable learning as we investigate the proper use of AI," said a statement from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various things that might go awry during the festive season, with the slogan "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI-created content have emerged as a growing trend among major companies, notably for the Christmas season.
- Another beverage giant has recently launched consecutive AI-created Christmas commercials.
- Inherent Limitations: As videos created with current AI video tools are prone to distort the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the creative industry, with some critics stating it could negatively impact opportunities for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the development took "over a month and a half" and involved generating "numerous versions" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," she commented. "The result was a film."
Mixed Audience Sentiment
While the McDonald's commercial was largely criticized, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a significant "favorable response" from the public.
However, other businesses have likewise encountered backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The episode underscores the ongoing discussion within the marketing and production sectors about the balance between AI efficiency and audience reception.
