McDonald's has taken down a holiday advert created with Artificial Intelligence following encountering significant online backlash.
The brief ad was produced using AI-generated video and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, viewers on social media denounced the employment of AI in the advert. Many called it "uncanny" and "awkwardly stitched together".
"This moment represents an key learning as we examine the effective use of AI," said a representative from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that might go awry over the festive season, with the theme "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that include generative AI have emerged as a rising trend among prominent corporations, notably for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since videos created using generative AI are susceptible to distort the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised concerns about automation in the production sector, with some observers stating it could affect opportunities for camera crews.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "over a month and a half" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand reportedly achieved a 61% "positive feedback" from online commenters.
However, several companies have also received criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The episode underscores the evolving debate within the marketing and creative sectors about the trade-off between new tools and audience reception.
