McDonald's has pulled a holiday advert produced via Artificial Intelligence after facing significant online backlash.
The 45-second spot was developed using AI-generated video 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 lambasted the use of AI in the film. Several described it as "disturbing" and "awkwardly stitched together".
"This moment is an important lesson as we examine the effective use of AI," stated a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that might go awry during the Christmas break, with the theme "the worst time of the year".
A Growing Movement of AI Commercials
Adverts that include AI tools have emerged as a rising phenomenon among major brands, especially for the Christmas period.
- Coca-Cola has recently launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Because clips created with current AI video tools are more likely to become unstable the longer they run, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also raised concerns about automation in the production sector, with some critics noting it might affect work for actors.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation took "over a month and a half" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an experiment," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the sentiment for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from viewers.
However, several companies have likewise encountered scrutiny for employing AI in advertising. Luxury brand Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The incident highlights the evolving conversation within the marketing and production industries about the balance between AI efficiency and human craftsmanship.
