McDonald's has taken down a holiday commercial created using Artificial Intelligence after facing significant public disapproval.
The brief film was created via AI-generated video and was first released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters criticized the employment of AI in the advert. A number of labeled it "creepy" and "awkwardly stitched together".
"This experience serves as an key lesson as we examine the proper application of generative technology," said a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that can go wrong during the Christmas break, with the tagline "the worst time of the year".
The Trend of AI in Advertising
Commercials that feature generative AI have become a growing trend among major companies, especially for the holiday season.
- Another beverage giant has also launched back-to-back AI-created holiday ads.
- Technical Challenges: As clips produced using generative AI are more likely to become unstable the longer they run, most such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the creative sector, with some critics noting it could negatively impact opportunities for camera crews.
Response from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
Bridge claimed, the development required "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis received a 61% "favorable response" from viewers.
However, other businesses have likewise received scrutiny for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The episode underscores the continuing discussion within the advertising and production industries about the balance between AI efficiency and human craftsmanship.
