McDonald's has removed a holiday advertisement produced with Artificial Intelligence after receiving considerable public disapproval.
The brief spot was created via AI-generated video and was initially published publicly for McDonald's Netherlands on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, audiences online denounced the use of AI in the advert. Many called it "disturbing" and "awkwardly stitched together".
"This moment represents an important lesson as we examine the effective application of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that might go awry during the festive season, using the tagline "the worst time of the year".
A Growing Movement of AI in Advertising
Adverts that incorporate AI tools have emerged as a rising phenomenon among prominent brands, especially for the Christmas period.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: As clips made using current AI video tools are susceptible to degrade the longer they run, most such clips tend to be only a few seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the production industry, with some observers stating it could reduce opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the development took "seven weeks" and involved producing "numerous versions" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand reportedly achieved a 61% "favorable response" from the public.
However, other businesses have likewise encountered backlash for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The episode underscores the evolving debate within the advertising and creative sectors about the balance between technological innovation and creative integrity.
