McDonald's has pulled a holiday advert produced via AI after receiving significant public disapproval.
The short spot was produced via AI video tools and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, audiences online criticized the use of AI in the commercial. Many labeled it "disturbing" and "awkwardly stitched together".
"This moment represents an important learning as we examine the appropriate application of generative technology," commented a statement from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that can go wrong during the festive season, with the theme "the worst time of the year".
The Trend of AI in Advertising
Adverts that include AI-created content have become a rising trend among large corporations, particularly for the Christmas period.
- Coca-Cola has also launched consecutive AI-created holiday ads.
- Inherent Limitations: Since segments produced using current AI video tools are prone to distort the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about automation in the creative industry, with some commenters pointing out it could reduce work for production staff.
Defense from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the production process required "over a month and a half" and involved generating "thousands of takes" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't an experiment," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly received a significant "positive sentiment rating" from the public.
However, other businesses have likewise encountered backlash for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The situation illustrates the ongoing conversation within the marketing and creative sectors about the balance between new tools and human craftsmanship.
