The global fast-food chain has taken down a holiday advertisement made with AI following receiving considerable criticism on social media.
The 45-second ad was developed with the help of generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Shortly after its release, audiences online criticized the use of AI in the commercial. Several called it "disturbing" and "poorly edited".
"This experience serves as an key learning as we examine the appropriate utilization of generative technology," said a representative from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry during the holidays, using the tagline "the worst time of the year".
The Phenomenon of AI Commercials
Campaigns that incorporate AI-created content have emerged as a rising phenomenon among prominent companies, particularly for the holiday period.
- Coca-Cola has similarly released back-to-back AI-created holiday ads.
- Technical Challenges: Because segments created with current AI video tools are more likely to degrade the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also provoked fears about automation in the advertising industry, with some observers noting it could reduce work for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "countless iterations" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand according to analysis achieved a 61% "favorable response" from online commenters.
However, other businesses have likewise encountered scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The incident highlights the continuing debate within the marketing and production industries about the balance between new tools and creative integrity.
