McDonald's has pulled a holiday commercial produced with Artificial Intelligence after encountering considerable online backlash.
The short spot was created via AI video tools and was first uploaded online for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online denounced the employment of AI in the advert. A number of described it as "disturbing" and "poorly edited".
"This moment represents an important learning as we examine the proper use of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that often go badly over the holidays, under the theme "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI-created content have emerged as a increasing trend among prominent brands, notably for the holiday campaign season.
- Another beverage giant has also launched consecutive AI-created holiday commercials.
- Inherent Limitations: Because clips made with generative AI are more likely to distort the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also raised fears about automation in the production sector, with some observers noting it could reduce work for production staff.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "seven weeks" and involved generating "countless iterations" which were then crafted during the edit "in the same way we would on any high-craft production".
"This was not an experiment," she commented. "The result was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, several companies have also received backlash for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The episode illustrates the ongoing discussion within the advertising and creative industries about the trade-off between technological innovation and audience reception.
