McDonald's has pulled a holiday commercial made using AI following facing widespread criticism on social media.
The short ad was developed using generative AI clips and was originally released online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Shortly after its release, commenters denounced the implementation of AI in the commercial. A number of called it "disturbing" and "poorly edited".
"This experience serves as an valuable lesson as we explore the proper application of generative technology," commented a representative from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that might go awry during the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that feature AI-created content have emerged as a rising trend among major brands, notably for the holiday campaign season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments produced with current AI video tools are susceptible to become unstable the longer they run, most such clips tend to be only short in length.
- Broader Implications: The ad also provoked fears about automation in the advertising industry, with some observers stating it could reduce opportunities for camera crews.
Response from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development took "seven weeks" and involved creating "thousands of takes" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," she said. "It was a film."
Divisive Audience Sentiment
While the McDonald's commercial was largely panned, the response for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly received a 61% "positive feedback" from the public.
However, several companies have likewise encountered scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "uncanny".
The incident illustrates the continuing debate within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
