McDonald's has pulled a holiday commercial created using AI following receiving significant public disapproval.
The brief spot was produced with the help of AI-generated video and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, commenters denounced the use of AI in the commercial. Many described it as "uncanny" and "awkwardly stitched together".
"This incident represents an important learning as we explore the effective utilization of generative technology," said a spokesperson from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that might go awry over the festive season, using the tagline "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature AI tools have become a growing trend among large corporations, especially for the Christmas season.
- Another beverage giant has also released back-to-back AI-created Christmas commercials.
- Inherent Limitations: As clips created with generative AI are susceptible to distort the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the production industry, with some critics stating it could reduce work for camera crews.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
According to her, the production process took "seven weeks" and involved generating "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis achieved a significant "favorable response" from viewers.
However, various brands have likewise faced backlash for using the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some called "low-effort" and "disturbing".
The incident highlights the evolving discussion within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
