McDonald's has pulled a holiday advertisement produced using Artificial Intelligence after encountering significant criticism on social media.
The short film was developed with the help of generative AI clips and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Following its publication, viewers on social media lambasted the implementation of AI in the film. A number of called it "creepy" and "poorly edited".
"This moment is an valuable lesson as we explore the appropriate utilization of AI," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that might go awry during the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Adverts that feature generative AI have become a increasing trend among major companies, notably for the holiday season.
- Another beverage giant has also launched back-to-back AI-generated holiday ads.
- Technical Challenges: As videos made using current AI video tools are susceptible to degrade the longer they run, most such clips tend to be roughly short in length.
- Industry Concerns: The ad also provoked concerns about automation in the advertising sector, with some critics pointing out it could reduce work for actors.
Defense from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the creation required "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "It was a film."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis received a significant "positive feedback" from the public.
However, other businesses have also encountered backlash for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "disturbing".
The incident underscores the ongoing conversation within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
