McDonald's has taken down a holiday commercial created with AI following facing widespread criticism on social media.
The brief ad was produced via generative AI clips and was first published online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Soon after it aired, commenters criticized the use of AI in the commercial. Several described it as "creepy" and "jarringly assembled".
"This moment serves as an important lesson as we examine the proper application of Artificial Intelligence," stated a statement from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that often go badly over the Christmas break, with the slogan "the worst time of the year".
A Growing Movement of AI in Advertising
Commercials that feature AI tools have become a growing phenomenon among major brands, particularly for the Christmas season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Because segments produced using generative AI are prone to degrade the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the advertising sector, with some critics pointing out it might negatively impact opportunities for actors.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
She stated, the creation took "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't just an experiment," she commented. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was largely criticized, the reception for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from another major brand reportedly achieved a 61% "positive feedback" from the public.
However, other businesses have also received backlash for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The episode illustrates the continuing discussion within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
