McDonald's has pulled a holiday advertisement made using Artificial Intelligence after facing widespread criticism on social media.
The brief film was created with the help of AI-generated video and was originally published publicly for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Following its publication, viewers on social media lambasted the employment of AI in the advert. Several called it "disturbing" and "poorly edited".
"This experience serves as an key lesson as we examine the proper use of generative technology," commented a representative from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry during the holidays, using the tagline "the worst time of the year".
The Phenomenon of AI in Advertising
Campaigns that include generative AI have emerged as a growing trend among major corporations, particularly for the holiday campaign season.
- Coca-Cola has similarly released consecutive AI-created Christmas ads.
- Technical Challenges: Since segments made using current AI video tools are prone to degrade the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about the replacement of human roles in the production industry, with some commenters stating it could negatively impact opportunities for camera crews.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "over a month and a half" and involved producing "numerous versions" which were then shaped during the edit "in the same way we would on any traditional production".
"This was not an AI trick," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was predominantly criticized, the reception for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly received a 61% "favorable response" from viewers.
However, other businesses have likewise encountered scrutiny for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The situation illustrates the evolving debate within the advertising and production industries about the trade-off between technological innovation and human craftsmanship.
