McDonald's has removed a Christmas advertisement created with Artificial Intelligence following encountering considerable criticism on social media.
The brief spot was produced via generative AI clips and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, audiences online lambasted the employment of AI in the film. A number of labeled it "creepy" and "poorly edited".
"This moment represents an important learning as we investigate the proper application of generative technology," commented a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that can go wrong over the Christmas break, using the slogan "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that incorporate AI tools have emerged as a rising phenomenon among large companies, especially for the Christmas period.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Technical Challenges: Since segments created using generative AI are more likely to become unstable the longer they run, most such clips tend to be only short in length.
- Industry Concerns: The video also raised fears about automation in the advertising industry, with some commenters stating it could negatively impact opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the project.
According to her, the creation required "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an AI trick," she commented. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was largely panned, the response for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, other businesses have also faced criticism for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The incident highlights the evolving conversation within the marketing and creative sectors about the balance between new tools and creative integrity.
