McDonald's has pulled a holiday commercial made using Artificial Intelligence following facing significant criticism on social media.
The 45-second ad was created with the help of AI-generated video and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Soon after it aired, audiences online lambasted the employment of AI in the advert. A number of labeled it "creepy" and "poorly edited".
"This incident serves as an valuable learning as we investigate the effective use of AI," commented a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of things that often go badly during the holidays, under the slogan "the most terrible time of the year".
The Movement of AI-Generated Ads
Adverts that include generative AI have emerged as a rising phenomenon among prominent corporations, especially for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-created Christmas commercials.
- Technical Challenges: Because videos created using current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked worries about automation in the advertising sector, with some observers pointing out it might negatively impact opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "over a month and a half" and involved generating "countless iterations" which were then edited during the edit "just as we would on any traditional production".
"This was not an AI gimmick," she said. "It was a film."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly garnered a significant "favorable response" from viewers.
However, several companies have likewise encountered criticism for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "lazy" and "disturbing".
The episode underscores the evolving debate within the marketing and creative industries about the trade-off between technological innovation and audience reception.
