McDonald's has pulled a holiday advertisement created via AI after encountering widespread online backlash.
The short film was developed with the help of AI video tools and was initially published publicly for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Following its publication, viewers on social media lambasted the employment of AI in the advert. Many described it as "uncanny" and "jarringly assembled".
"This incident is an important lesson as we investigate the appropriate utilization of generative technology," commented a representative from the company.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that might go awry during the holidays, under the theme "the most terrible time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature AI tools have emerged as a increasing phenomenon among prominent corporations, particularly for the Christmas season.
- Another beverage giant has also launched back-to-back AI-created Christmas ads.
- Technical Challenges: Because segments created using generative AI are more likely to become unstable the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about automation in the advertising industry, with some critics stating it could negatively impact work for camera crews.
Defense from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
According to her, the development required "seven weeks" and involved producing "countless iterations" which were then shaped in post-production "just as we would on any standard production".
"This wasn't just an experiment," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly achieved a 61% "favorable response" from the public.
However, several companies have likewise faced backlash for using AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident highlights the ongoing discussion within the advertising and creative sectors about the trade-off between new tools and human craftsmanship.
