McDonald's has taken down a holiday advert produced via AI following facing widespread public disapproval.
The short spot was developed with the help of AI-generated video and was originally released publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, audiences online lambasted the implementation of AI in the advert. A number of called it "uncanny" and "awkwardly stitched together".
"This experience is an important lesson as we investigate the proper utilization of Artificial Intelligence," stated a statement from the company.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of things that can go wrong over the holidays, with the slogan "not the most wonderful time of the year".
The Trend of AI in Advertising
Adverts that feature generative AI have emerged as a increasing phenomenon among large corporations, notably for the Christmas period.
- Another beverage giant has recently released consecutive AI-generated holiday ads.
- Technical Challenges: As clips produced using generative AI are prone to distort the longer they run, most such clips tend to be roughly short in length.
- Industry Concerns: The video also raised fears about automation in the advertising sector, with some critics stating it could reduce opportunities for actors.
Defense from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
She stated, the production process required "seven weeks" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't an AI trick," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was largely panned, the reception for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from another major brand reportedly achieved a significant "positive feedback" from online commenters.
However, various brands have likewise received backlash for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The episode underscores the ongoing debate within the advertising and production sectors about the trade-off between new tools and creative integrity.
